Ahead of one of the world’s most prestigious international tournaments in Women’s Football, Orange, the renowned French telecom brand, has made a bold statement in support of gender equality in the sport. As a long-time partner of football for over 24 years and a supporter of the French Football Federation since 2018, Orange is taking an innovative approach to changing perceptions about women’s football.

Breaking Prejudices with ‘La Compil des Bleues’

Despite the growing popularity of women’s football, many fans still hold misconceptions about the level of play, often dismissing it without having watched a single match. Recognizing this bias, Orange set out to challenge these stereotypes with an unexpected and thought-provoking campaign: ‘La Compil des Bleues’.

The idea was simple yet powerful—capitalize on football fans’ love for highlight reels to shift their perspective. Using cutting-edge VFX techniques, Orange and Marcel Paris crafted a unique compilation that initially appears to showcase spectacular technical moves from the French men’s national football team. However, as the video progresses, the illusion is shattered—these stunning plays were actually performed by the women’s national team. The message is clear: when Orange supports Les Bleus, Orange supports Les Bleues.

A Technical and Creative Feat

The execution of ‘La Compil des Bleues’ was no easy task. The project involved weeks of meticulous research within the French Football Federation’s archives to identify moments of technical brilliance from the women’s team. The next step was to find exact replicas of these moves performed by the men’s team to make the illusion convincing. By altering the appearance of female players using sophisticated VFX effects, the campaign succeeded in tricking audiences and proving a point—women’s football deserves the same level of recognition and respect.

A Multi-Platform Launch for Maximum Impact

To ensure the message reached the right audience, Orange strategically launched the campaign in June 2023 across a diverse digital ecosystem. The campaign was featured on popular football platforms such as L’Équipe, BeIN Sports, Foot Mercato, and the Fédération Française de Football’s official channels. In addition, influential voices across YouTube, Twitter, and Snapchat helped amplify the campaign, engaging football fans where they are most active online.

Changing the Game for Women’s Football

With ‘La Compil des Bleues,’ Orange has set a new standard for how brands can contribute to social change in sports. By leveraging technology and storytelling, the campaign not only challenges outdated perceptions but also celebrates the skill and talent of the French women’s national football team.

As Women’s football continues to grow in popularity, initiatives like these are essential in ensuring it receives the respect and recognition it deserves. Orange has proven that true football fans appreciate skill, talent, and dedication—regardless of gender.

Final Thoughts

Orange’s groundbreaking campaign is a testament to the power of creative marketing in driving social change. By cleverly flipping the script on football fans’ expectations, ‘La Compil des Bleues’ delivers a powerful message about gender equality in sports. As the international competition unfolds, one thing is clear—women’s football is here to stay, and it’s time the world took notice.

Credits
Brand: Orange
Advertising Agency: Marcel, Paris (France)
Production: Prodigious

This campaign is about:
Women’s Football, Orange Campaign, La Compil Des Bleues, French Women’s National Team, Women’s Football Highlights, Gender Equality In Sports, VFX Football Compilation, Marcel Paris Campaign, Football Marketing, French Football Federation, Women’s Football Recognition, Football Fans, Football Stereotypes, Sports Advertising, Digital Football Campaign, Women In Sports, Football Highlights Video, Innovative Sports Marketing, Breaking Gender Bias, Football Sponsorship, Women’s Sports Promotion, Les Bleues, Orange Supports Women’s Football, Football Equality, Sports Technology, Viral Football Campaign, Social Change In Sports, Football Fan Engagement, Women’s Football Awareness, International Women’s Football.

#Hyundai #FIFAWWC #GoalOfTheCentury #HowFarWeveCome

Hyundai Motor Company has exciting news for football enthusiasts around the globe! In a significant stride towards inclusivity and sustainable innovation, Hyundai has announced the launch of its expanded ‘Goal of the Century’ (GOTC) global communication campaign. This campaign is set to coincide with the upcoming FIFA Women’s World Cup Australia & New Zealand 2023™, and it’s all about celebrating the remarkable journey of women’s football and promoting inclusivity on and off the field.

Hyundai’s Enhanced Partnership with FIFA:
Following the recent announcement of its renewed partnership with FIFA, Hyundai is taking its involvement to new heights. As an official mobility partner, the company now extends its scope to cover air mobility and robotics, two cutting-edge sectors that hold immense potential for the future.

The Essence of the Campaign:
Building on the success of GOTC activations during the FIFA World Cup Qatar 2022™, Hyundai’s fresh campaign focuses on its core values of Sustainability, Innovation, and Humanity. The objective? To blend the rich history of women’s football with Hyundai’s vision of supporting the Women’s World Cup. The campaign’s focal point is the message of ‘Women + Inclusivity,’ reflecting Hyundai’s commitment to creating a more inclusive world.

Sungwon Jee, Senior Vice President and Global CMO at Hyundai, emphasized, “Hyundai’s Goal of the Century campaign expands on its previous efforts to create a sustainable world by focusing on social inclusivity for women.” He added, “The campaign embraces womanhood by not only supporting the FIFA Women’s World Cup 2023™, but also by celebrating the legacy and history of women’s football.”

A Glance at the Campaign Video:
Hyundai Motor has released a captivating global campaign video titled “How Far We’ve Come.” This video serves as a tribute to the incredible journey of women’s football, spanning from its roots in 1850 to the present day. It underscores the strong partnership between Hyundai Motor and the Women’s World Cup, a collaboration that has flourished for 25 years and encompassed seven tournaments since 1999.

Celebrating Heritage at the FIFA Museum:
Hyundai’s commitment to women’s football takes center stage at the FIFA Fan Festival™ in Tumbalong Park, Sydney. The company sponsors a special exhibition titled ‘Calling the Shots: Faces of Women’s Football,’ honoring the players, staff, and supporters who have shaped the Women’s World Cup’s evolution. Notably, Hyundai also spotlights the exhibition’s sustainable construction, utilizing recycled materials.

Empowering Initiatives:
Hyundai’s dedication to promoting inclusivity shines through its partnership with Common Goal, an organization focused on women’s football-related activities. Through the ‘Global Goal 5 Accelerator’ program, Hyundai aims to cultivate role models for young female footballers and broaden opportunities for women in the sport.

A Youthful Celebration:
Festival 23, an eight-day youth event named ‘Football for Good,’ will take place in Sydney during the FIFA Women’s World Cup 2023™ quarter-final week. Hyundai Motor sponsors this festival, designed to celebrate the sport’s positive social impact. It brings together young girls for a blend of educational workshops and cultural activities, spreading the message of empowerment.

Interactive Engagement:
Teaming up with FIFA’s digital platform (FIFA+), Hyundai introduces engaging game programs like ‘Trivia,’ ‘Hyundai Goal of the Tournament,’ and ‘Hyundai Match Predictor.’ These programs will run throughout the tournament, serving as interactive tools to amplify the campaign’s message to football fans worldwide.

In Conclusion:
Hyundai’s commitment to women’s football and its overarching campaign message of inclusivity, sustainability, and innovation bring a fresh perspective to the upcoming FIFA Women’s World Cup Australia & New Zealand 2023™. With a rich history of support dating back to 1999, Hyundai aims to continue fostering equality and inclusiveness in the world of sports and beyond. As the tournament unfolds, football enthusiasts can expect to witness not only remarkable matches but also a powerful narrative of empowerment and progress.

Many defied this oppression to valiantly play on, but were forced into a corner of secrecy, leaving this critical era never properly recorded. Until now.

The Football Museum, in partnership with Google, created the Offside Museum: a collaborative project that gathered stories and memories shared by the public about the women who dared to play football during the period of prohibition of the practice in Brazil between 1941 and 1979. The photographs and shared documents have been curated and will be preserved by the Museum, which has prepared six virtual exhibitions about the topic available through Google Arts & Culture.

More than about a sport, The Football Museum is, above all, a museum about the history of Brazilian people. A museum surrounded by the mysteries of the euphoria that we all have for the ball, the dribbling and the goal. A mystery that unifies and separates like all the collective passions, where the joys are always greater than the sorrows.

Credits
Client: Google
Agency: AKQA
Production Company: Iconoclast
Director: Rafaela Carvalho
Music: Antfood
Photographer: Livia Wu

This campaign is about:
Google Arts & Culture, Museu do Impedimento, FIFA Women’s World Cup, Offside Museum, The Football Museum

Women’s dignity and equal rights have long been the interests of Hyundai. When Saudi women were first granted the right to drive, Hyundai was at the forefront celebrating this momentous change with its #WhatsNext campaign. Its long-held support for women is now to come to life in Paris where the eighth edition of FIFA Women’s World Cup is taking place.

FWWC: The Women’s Game:

True passion breaks barriers. FIFA World Football Museum presented by Hyundai

The game as we know today did not certainly rise out of the blue. The survival of women football was continuously menaced by marginalization and bans around the world, social obstacles and prejudices, putting women footballer’s passion and talent to the toughest test. Yet, these women, instead of succumbing to the challenges, went the full distance, enduring rejections and hardships to welcome the launch of this year’s FIFA Women’s World Cup in France.
The FIFA World Cup Museum presented by Hyundai will be an epitome of such “True Passion”. Taking visitors on a unique journey of women’s football history, Hyundai intends to uncover the countless stories of women footballers whose incredible resilience, strong will to play and continuous struggle for acceptance overpowered the immense social challenges lying ahead.
The exhibition is divided into three chapters: the history before the first Women’s World Cup in 1991, the history of the FIFA Women’s World Cups from 1991 to 2015 and the current tournament in France. Visitors can see in each chapter unique and original artifacts featuring fascinating stories, as well as official uniforms of the 24 national teams participating in the competition this year.

One of the highlights of the exhibition is the three most important trophies in the history of women’s football. Visitors will be able to see with their own eyes the current FIFA Women’s World Cup Trophy as well as one of the two versions of the trophy made in 1991 and presented at the first two Women’s World Cups. Unfortunately, the other version of the cup was stolen in 1997 and has not been found to this day. The ‘Golden Angel’ trophy is also on display, giving visitors the opportunity to have a glimpse at the prize awarded in the first unofficial Women’s World Championship in 1970 that turned out to be a landmark success.

The trail-blazing journey then takes visitors to the special program that visualizes ‘True Passion’ – a portrait of the legendary female footballer, Mia Hamm, painted by Rachel Gadsden, the UK artist with visual impairment. The two women, although they work in completely different disciplines, pursued true passion throughout their careers by overcoming their inherent health conditions. Mia Hamm, born with a clubfoot, grew into a legendary football player with her unending passion for football. Rachel Gadsden continues to work across the mainstream to capture the human essence in her works despite her chronic lung condition.
Wonhong Cho, Executive Vice-President and Chief Marketing Officer of Hyundai Motor, said, “Throughout the FIFA Women’s World Cup France 2019, Hyundai Motor has incorporated its long-held support for women’s dignity and equal rights into the True Passion campaign. We will put more efforts to grow as a company dedicated to strengthening women’s capabilities all around the world.”

Marcio Fazzone, the Managing Director of the FIFA World Football Museum added, “We are honored and proud to present the exciting history of women’s football by bringing the FIFA World Football Museum to Paris during the FIFA Women’s World Cup France 2019, thanks to our esteemed partner Hyundai. Our anticipation of the tournament is as great as our enthusiasm for showing fascinating objects and telling great stories, some of which are not yet widely known.”
Meanwhile, Hyundai Motor also championed its vision of ‘clean mobility’ with the museum’s exterior. The exterior was made with automotive airbag material that will be upcycled into eco-friendly products for distribution to the local community once the exhibition ends. Hyundai Motor has been at the forefront of realizing sustainability management, devising various ways to recycle byproducts from the manufacturing processes.

Credits and Contributors of the FIFA World Cup Museum presented by Hyundai
Organizer and Design: Hyundai Motor Company
Content and Curation: FIFA World Football Museum
Project Management: INNOCEAN Worldwide
Realization: TRIAD Berlin

Tags:
Football Museum, Hyundai Motor, FIFA World Cup Museum, INNOCEAN Worldwide, FIFA World Football Museum, FIFA Women’s World Cup, FIFA Women’s World Cup 2019, Saudi women driver