Football unites the world, but when it comes to men’s vs. women’s football, the playing field isn’t always equal. French telecom giant Orange decided to shake things up ahead of the 2023 Women’s World Cup with Bleues’ Highlights—a campaign that made everyone rethink their biases.
The Big Reveal: A Masterclass in Perception 🎥
In partnership with agency Marcel, Orange launched a campaign that had fans mesmerized. The ad looked like a classic highlight reel of the French men’s national team—Mbappé, Griezmann, and company showing off their magic on the pitch.
But then—plot twist! The incredible plays weren’t theirs. Advanced visual effects had swapped the faces of female players with their male counterparts. The truth hit hard: Only Les Bleus can give us these emotions. But that wasn’t them you just saw. It was Les Bleues all along.
Suddenly, the question arose—would viewers have admired these plays just as much if they had known from the start that they were watching women? The ad left no room for doubt: talent is talent. Period.
https://www.fifa.com/en/tournaments/womens/womensworldcup/australia-new-zealand2023
Game-Changing Impact ✨
Bleues’ Highlights went viral, racking up 200M+ views, 450+ articles in 91 countries, and a mind-blowing 2B+ impressions. Even the French Minister of Sports and top athletes shared it. A February 2024 survey showed that it led to a 17-point jump in interest for women’s football, while 90% of viewers became more aware of gender biases.
The campaign, later rebranded WoMen’s Football, dominated at Cannes Lions 2024, winning Grand Prix in Entertainment Lions for Sport & Film and Gold in Social & Influencer, PR, and Entertainment.
Why Orange Took a Stand 🏆
Orange is deeply embedded in football, sponsoring top clubs and both French national teams. But women’s football still fights for recognition. As a brand committed to equality (with CEO Christel Heydemann leading the way), Orange saw an opportunity to drive real change.
How They Pulled It Off 🎬
This wasn’t just a cool AI trick. The team analyzed 80+ matches, finding near-identical plays between men and women. Using advanced compositing, they seamlessly swapped faces—without altering the actual game footage. The result? An ad that felt real because it was.
More Than Just a Campaign 🚀
Beyond football, Bleues’ Highlights sparked conversations about bias, representation, and how media shapes perception. It also proved that brands can drive change while staying true to their identity. In a market where telecoms usually compete on price, Orange stood out by standing for something bigger.
Women’s football is on the rise, and brands have a unique role to play. For Orange, this campaign was just the beginning. Because in the end, football is football—no matter who plays it. And when brands use their voice for change, everyone wins. 🏅🔥
