Cannes Lions


TBWA\PARIS, Boulogne-Billancourt / ADIDAS / 2014

Case Film
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On February the 1st, the Crunch took place in the Stade de France. Adidas, the French rugby team partner, needs to find how to emerge through the sponsorship of the France jersey.

This date was an opportunity to deploy a true brand platform. We were looking to celebrate the union of a people with national teams and athletes around performance, encouragement, fun and victory: # allbleus!

Our problem, Adidas isn’t a partner of the 6 Nations tournament, so we had no access inside the stadium to communicate with our supporters. We just have LED panels around the field to play a short video.

Despite a low budget for this operation and no media, we wanted to focus on a young and connected public to propagate our message through social networks.


As the #allbleus strategy is about to unite French supporters with the athletes and the national teams, our campaign had to explicitly show/use both.

In the morning, a selfie competition was pre-launched at the Adidas store with an inestimable instant win deal: a free ticket for the match for the 10 first selfies !

Two hours before kick off, we massively distributed the lollipops around the stadium to engage the 80,000 supporters and make them reveal their blue inside by showing their blue tongue in the stadium but also post a selfie on Instagram.


During the game, blue tongues were snapped and shared more than 2,200 times on Instagram and twitter. That’s 1 blue tongue shared every two second.

The hashtag #allbleus was retweeted more than 7,000 times.

Adidas was on TOP 5 Twitter Brands by Interactions one week after the Crunch.

Our lollipop was presented on TV by reporters on channels Canal+ Sport and Infosport+

All Adidas french Athlete use the hashtag #allbleus on their own social networks.

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