Ligue 1's "We Will Show You" Campaign: A New Era for French Football

Ligue 1's "We Will Show You" campaign marks a new era for French football. By successfully repositioning the league as a dynamic and culturally relevant brand, the campaign has the potential to attract a new generation of fans and elevate the status of French football on the global football market.

At the heart of this campaign is the desire to challenge preconceived notions about French football. By crafting a narrative that celebrates the league's unique blend of skill, passion, and flair, Ligue 1 aims to attract a new generation of fans both domestically and internationally. The choice of Thierry Henry as the face of the campaign is particularly telling. As a former Arsenal legend with deep roots in French football, Henry embodies the values of excellence, diversity, and global appeal that the league seeks to promote.

The accompanying film is a visually stunning and culturally rich piece that effectively captures the essence of the campaign. By blending elements of football, music, and popular culture, the film creates a compelling narrative that resonates with a broad audience. The use of cultural references and symbolism, such as the juxtaposition of fish and chips with traditional French cuisine, is a clever way to challenge stereotypes and highlight the league's distinctive identity.

Ligue 1's rebranding efforts are driven by several factors, including the increasing globalization of sports, the rise of digital media, and the growing competition from other major football leagues. By investing in a modern and sophisticated brand identity, the league aims to attract new sponsors, increase television viewership, and generate greater revenue. Moreover, the campaign aligns with the broader cultural trends of youth and diversity, making it appealing to a younger demographic.

While the "We Will Show You" campaign represents a significant step forward for Ligue 1, the league still faces challenges in achieving its long-term goals. The dominance of the English Premier League and the Spanish La Liga in the global football market will continue to pose a significant threat. Furthermore, Ligue 1 must work to improve the competitiveness of its clubs and attract top talent to ensure its long-term sustainability.

In conclusion, Ligue 1's "We Will Show You" campaign marks a new era for French football. By successfully repositioning the league as a dynamic and culturally relevant brand, the campaign has the potential to attract a new generation of fans and elevate the status of French football on the global football market. As Ligue 1 continues to evolve, it will be fascinating to see how the league builds on this momentum and solidifies its place among the world's premier football competitions.

LFP Media
Département Transformation et Innovation
Sid Lee
Stéphane Soussan – Executive Creative Director
Ninon Peres – Copywriter
Geoffrey Poulain – Art Director
Eric Boussenec – Editor
Yoann Deminiac – Account Director
Thomas Albert – Account Executive
Laetitia Neves - Head of production
Mirabelle Yehouessi – Production Assistant
BIG Productions
@bigproductions.fr
Production:
Adrien Lagier @adrien.lagier – Réalisateur
Roman Bellity @romanbellity – Réalisateur
Kasia Staniaszek @kasia_stania – Productrice
Lidwine Chudy @lidwinechudy – Directrice de Production
Antoine Cormier @antoinecormier – DOP
Valentin Peoch @valentinpeoch – Premier assistant
Gaston Portejoie – Chef décorateur
Elsa & Louise – Stylistes
Post-production:
Johan Luce-Antoinette – Directeur de post-production
Arthur Paux – Étalonneur
Anthony Lestremau – Lead VFX