Orange disguises women's football as men's...plus 6 more campaigns that use bullshit and disguise to brilliantly shift perceptions.
A snapshot look at a trending campaign with a curated pick of past campaigns that use a similar creative approach in some way.
La Compil Des Bleues | Orange | Marcel 2023
Orange, a telecoms company, has launched a remarkable campaign to promote its sponsorship of the French team for the upcoming 2023 FIFA Women's World Cup. Created by Marcel, a Publicis agency, the campaign employs technology to tackle misogyny in the sport. The ad, titled "The Compil des Bleues," initially showcases the skills of the French men's national team - opposite perception category - but it is revealed halfway through that the footage was altered, featuring players from the women's team. This twist emphasizes that the women's team possesses the same abilities as their male counterparts. Orange aims to challenge biases against women's soccer and has garnered global attention and acclaim since its release on June 28, reaching soccer fans through various online platforms and influencers.
Plus 6 more campaigns that applied similar creative thinking to shift perceptions:
KFC Degustation | KFC | Ogilvy | 2022
Embrace the world of fine dining - the opposite perception category - to shift the perspective that KFC food is low quality amongst food critics.
Hotel BnB | Hotel Honduras Maya | Ogilvy Honduras | 2019
Disguise hotel rooms as unique Airbnb listings - rival category - in order to become interesting to millennials.
Gregory and Gregory | Greggs Vegan Range | Taylor Herring | 2018
Disguise Greggs as an artisan caterer at a gourmet food festival - opposite perception category - to shift perception on how good its new vegan range is.
Palessi | Payless | 2018
Disguise high-street shoes as high-end ones - opposite perception category - via the launch of a fake boutique store that influencers are invited to.
Museum Of Romanticism | IKEA | McCann | 2017
Hide IKEA products within displays inside the Museum of Romanticism - opposite perception category - in order to shift perceptions on the quality of IKEA furniture. View video
Guess The Name | Tommy Hilfinger | George Lois | 1980s
Place an unknown fashion designer amongst a bunch of American Greats to shift perceptions and anchor him as belonging to this famous bunch.
