On a qu'une seule chose en tête
(We have only one thing in mind)
Campaign for the French market
Agency 180 Communications Amsterdam
Role Concept + Art Direction + Design
adidas France and the FFF (French Federation of Football) wanted a specific World Cup campaign to support the French team – 98' World champion holders – while they would put their title back in the game. The challenge was to inspire the French nation without taking another victory for granted, nor repeating the lucky gamble of the previous slogan "Victory is inside us". The campaign makes use of Kipling's poem "If" for the TVC executions, while the printed executions feature two embroider stars – the symbol of a second victory – floating as a though next to the intense concentration expression of each athletes' and their coach. No words. Below is the 60" TVC execution, some print and outdoor executions. Some of the French public misinterpreted the wishful message from the brand with an arrogant one. Result? Since Les Bleus lost on the first round, the campaign didn't run too long. And I, am banned from working in France for the next 100 years to come. Thank God.
