Classico PSG-OM, It’s going to hurt
Canal+
Issue 47 | June 2018
Agency
BETC
Creative Team
Executive Creative Director Ste´phane Xiberras Creative Director Eric Astorgue Art Director Guillaume Fouquere Digital Art Director Guilaume Simonneau Copywriter Danae Bilheude Digital Copywriter Charles Barraud
Production Team
Traffic Elodie Diana Print Production Sarah Belhadj TV Producer Coumba Fall Production Company RITA
Other Credits
Account Management Guillaume Espinet, Valentin Beck, Thibault Cuisiniez, Pierre-Alain Moreau Clients Management team Mathilde Villette, Jordane De Villaret, Gauthier Lapeyronnie
Date
February 2018
Background
Some people might call it a ‘derby’, others a grudge match, some ‘the classico’, but make no bones about it, Olympique de Marseille versus Paris Saint Germain is a game that inspires great passions.
And it was to be broadcast live exclusively on Canal+ on Sunday, February 25th at 9pm.
The brief was to engage all football fans in order to secure as big an audience as possible.
Idea
In any game of football there were missed moves, there were moments of madness, there were inexplicable happenings.
What if those slips, trips, fumbles and bungles had been caused by passionate fans?
The film showed exactly that, both a PSG and an OM supporter influencing events as they unfolded on their TV screens by sticking pins into voodoo dolls of the opposition players.
The striker is about to score. In jabs a pin. Yay, he falls over.
A dedicated website launched at the same time gave supporters of both clubs the chance to join in the fun and stick pins into virtual dolls of the rival team. Unsurprisingly the football-mad public took to the idea and a competition developed to see which player from either side was the most pierced by pins.
Results
The dolls were pinned more than 3 million times.
Our Thoughts
This is French flair for you! For me, the video is funny but the real joy of the campaign is in the online component, being able to go online and stick it to all the enemy’s players. It’s a great example of one of TV advertising’s new roles, which is to direct viewers to the real action, to that part of the experience where they can become active participants.
People don’t hate advertising. They just hate bad advertising. When it’s good, as this is, then you get 3 million people on your side.