Sport makes the world better. What a welcoming thought. Especially right now. It’s the foundation of a campaign by Romance for French sporting goods retailer, Decathlon.
Romance’s new brand territory for Decathlon comes from the retailer’s belief that wherever there is sport the world is a better place, and it is being expressed in a novel way – with more than twenty short (12-second) commercials on French television that show sport making something better – walls, concrete, water, Sundays, cold weather…everyone. Each little video is performed by an amateur sportsperson or Decathlon employee. The first wave of eight films made its debut on primetime TV and in digital on April 16.
Romance chose two sports enthusiasts to direct the spots, Michel + Nico through production company La\Pac. On social media, in addition to the films, Decathlon will unveil portraits of sportsmen and women who make the world better in partnership with publisher, So Press.
