Bleues - Video Marketing Examples #128

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

We’re all familiar with CGI in movies but this is something different - and one of the smartest campaigns we’ve seen for a long time.

Ahead of the Women's World Cup - to challenge stereotypes about women's football - Orange created a video that initially appears to show highlights from the French men's team.

However, part way through the video, it’s revealed that the highlights we just watched are actually the women's team - altered with VFX tricks.

In doing so, they convey the message that Orange supports both teams equally.

This works on so many different levels. 

• Leverages Orange's existing sponsorship of French football for maximum impact

• Associates the brand with positive values like equality and inclusivity

• Reinforces Orange's commitment to supporting all football, not just men's

• Surprise/reveal format creates an emotional moment that resonates and makes the video highly shareable.

• Generates buzz and shares as people realise they've been "tricked"

• Produces engaging, creative content for Orange's marketing channels.

Feeling inspired?

This is a reminder for marketers to use our existing brand assets and partnerships creatively.

It’s also a reminder that it’s always possible to tap into cultural conversations and current events with our own unique slant - challenging assumptions and making an impact along the way. 

It’s also a great example of how the element of surprise - with the big reveal - can help capture attention and drive sharing.

Perhaps above all, it’s a reminder that emotional resonance creates lasting affinity and brand relationships, and that it can pay off handsomely to take your marketing ‘outside the box’ with something a little different.

What does that ‘different’ look like for you? Maybe we could help with the magic of animated video…