Decathlon: Sport makes the world better

For French sporting goods retail leader Decathlon, sport is everything. But beyond being a passion that became a profession, at Decathlon, they strongly believe that Sport makes the world better.

Sport makes the world better (le sport rend le monde meilleur). It helps us open up to others, be more physically and mentally fit, and even be more environmentally aware. This is why, more than ever, Decathlon wants to give the sport the place it deserves among its fellow citizens.

Decathlon has therefore chosen to break with the usual codes of communication by building a strong territory on French television, carried by more than twenty very short films, performed by real amateur sportsmen and Decathlon employees. Scenes of sport in their greatest truth show how sport can make everything better, how it has the power to turn a Sunday morning into a moment of happiness with the family on a bike or a sip of water into a real moment of pleasure after the effort. Romance chose to entrust the direction to two sports enthusiasts, Michel + Nico (La/Pac – Anthony Joshua, BBC Sport, SKY Sport), to screen 12 short seconds of raw reality smells of experience. Closer to a documentary than an advert.

On social media, in addition to the films, Decathlon will unveil, in partnership with publisher So Press, portraits of sportsmen and women who make the world better.

After a year of sporting restrictions and amateur competition, this momentum takes on a particular resonance because, more than ever, sport can be part of the solution.

Credits
Campaign: Sport makes the world better
Decathlon France Communications Leader: Erwan Soquet
Communication Director France: Erika Vanobbergen
Content Leader France: Jean Chevalier
Campaign Coordinator France: Guillaume Ramond

Agency Credits
Agency: Romance
CEO: Christophe Lichtenstein
Executive Creative Director: Alexandre Hervé
Copywriter: Alexandre Hervé
Creative Director: Frederick Lung
Art Director: Julien Rézette
Head of Strategy: Jérôme Lavillat
Strategic Planners: Benoît Clavé, Sam Naggar
Associate Director: Émilie Franck
Account Director: Arthur Amis
Account Manager: Charlotte Seillier
TV Producer: Émilie Talpaert, Florence Gabet

Production Credits
Directors: Michel + Nico
DOP: Snorre Ruhe
Production: La/Pac