Decathlon and Romance presents "Sport makes the world better"

Ad Agency
Video advertising:

Sport makes the world better. And let's face it, right now, we need it.

French sporting goods retail leader Decathlon launches its new brand territory with its agency Romance.
For Decathlon, sport is everything.
But beyond being a passion that became a profession, at Decathlon we strongly believe that wherever there is sport, the world is a better place.  

Le sport rend le monde meilleur.
(Sport makes the world better).

It helps us to open up to others, to be more physically and mentally fit, and even to be more environmentally aware.

This is why, more than ever, Decathlon wants to give 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 that show how sport has the power to 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 bring to the screen 12 short seconds of raw reality that 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.

These new films created by Romance premiered on prime time TV and digital on Friday April 16th. The first wave includes 8 films.

Brand Credits

Decathlon France Communications Leader: Erwan Soquet
Communication Director France: Erika Vanobbergen
Content Leader France: Jean Chevalier
Campaign Coordinator France: Guillaume Ramond

Agency Credits

CEO: Christophe Lichtenstein
Executive Creative Director: 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
Copywriter: Alexandre Hervé

Production Credits

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

Extra images