Entertainment > Branded Sports

LIGUE 1 SYMPHONY

MARCEL, Paris / PRIME / 2023

Awards:

Bronze Eurobest
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Supporting Content
Case Film

Overview

Credits

Overview

Why is this work relevant for Entertainment?

Every sporting event has an anthem: UEFA Champions League, F1, NFL... As the official broadcaster of the Ligue 1, Prime decided to create one for the French football league. However, as an entertainment platform, they could not create it like everyone else. By creating an original composition in which the maestros are the league coaches, Prime created an anthem that is a real piece of entertainment. But above all, the Ligue 1 Symphony captures all the intensity and emotion of the French football league.

Background

In 2021, Prime became the official broadcaster of the Ligue 1 in France. French football fans were initially skeptical of Prime's legitimacy and expertise as the official broadcaster of French football.

After the first year, Prime demonstrated its expertise in broadcasting quality, but to fully win over French football fans, Prime aimed to celebrate French football while remaining true to the values and ambitions of Prime.

Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.

The greatest sporting events have an anthem: NFL, F1, UEFA Champions League, FIFA World Cup… They are the competition’s audio signature. It always broadcast inside the stadium and in TV for the viewers. In football, they are played before the teams’ entrance over the public address systems to warm up the fans and the players.

Some are uplifting and other are more dramatic. But all are similar in the way they are created. An epic melody played by a symphonic orchestra. That’s why for the Ligue 1, Prime kept the power of a symphonic orchestra but wanted to create a composition that really captures the emotion and the intensity of the french football league. Creating not only an simple soundtrack but a real piece of entertainment in which every club and fans can identify themselves.

Describe the creative idea

Football is often referred to as "the beautiful game," and it can be compared to a symphony, with coaches acting as orchestra conductors guiding their "artists" - the players. Prime brought this metaphor to life with the Ligue 1 Symphony.

In football matches, the show is not just on the field. It is also on the sidelines where coaches make all kinds of gestures to give instructions to the players. Coaches’ direct players much like music conductors do with their musicians. Therefore, to create this special anthem, Prime had the idea to turn the league coaches into music conductors.

Describe the strategy & insight

To capture the hearts of fans, we needed to come up with something unique, vibrant, and grandiose that would embody the intensity and emotion of the Ligue 1 and leave a lasting impression.

Creating an anthem is an excellent way to rally fans, as seen in major sporting events like the UEFA Champions League or NFL. This inspired us to create a unique and memorable anthem for the Ligue 1. But in order to truly stand out, we needed to make it very special.

Describe the craft & execution

Prime first filmed each coach during league matches, collecting more than 19 hours of footage. From this video material, the French composer Saycet selected the most inspiring gestures as the basis for the anthem.

Saycet explained, "It was really their movements that inspired the composition. And that was the whole challenge of this project: creating music from the coaches' gestures. I classified them into different types: dynamic, calm, enthusiastic, and so on... After that, my imagination did the rest."

To perform this original composition, Prime created a unique setting in the auditorium of the "Espace Niemeyer" in Paris. 70 musicians and a choir faced a monolithic screen that stood in place of the traditional conductor. The footage was played on the screen, and in this way, the orchestra was led by the coaches.

Describe the results

The Ligue 1 Symphony was launched on Prime for the 'French Classico', the most-watched game of the league between old rivals Marseille and Paris, and was viewed by 1.3 million people. The anthem has been used as a commercial to promote Ligue 1 on other sports broadcasters, notably during UEFA Champions League games, and has cumulated 5 million viewers. It has been played on the screens of the Ligue 1 stadiums, reaching a total of 350,000 spectators. The Ligue 1 Symphony was available on Amazon Music, becoming the most-listened-to sport song on the platform in France. It was also a PR success, with 54 non-paid articles corresponding to an audience of 253 million viewers, including an article in L'Equipe, the biggest sports newspaper in France. Video game players used the symphony during their FIFA matches and shared it. Fans even made their own 'interpretation' and shared it on socials.

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