As part of the Women’s World Cup, it was essential to mobilize the French to support the French team at home.
Driven by a context of high media coverage of women’s sport, the players in the French team had developed their reputation but still had everything to prove on the pitch, as they had not won any trophies to date.
Because the French team is just like any other French team, the support movement capitalized and adapted the rallying cry “Fiers d’être bleues” (proud to be blue). 
Combined with an entirely reworked graphic environment, highlighting the players’ technical skill, the 360° mobilization campaign was rolled out with a dynamic breadth.
The brand content strategy in particular achieved remarkable results, helping develop community engagement and the team’s popularity and positive image with target audiences.