Cannes Lions
WILLIE BEAMEN, Paris / MOET & CHANDON / 2023
Overview
Entries
Credits
Background
Moët & Chandon and Roger Federer had been partners since 2012.
It is therefore natural that Moët & Chandon wanted to accompany him in this important moment of his life that represents his retirement.
The challenge was double:
. To succeed in sharing the depth and sincerity of the relationship between Moët and Roger in a communication that resembles both the brand and the man.
. To distinguish ourselves from all of Roger's other partners for whom this event also represents an essential communication moment.
Idea
Launched by those closest to him (Siya Kolisi, Rafael Nadal, Rod Laver, Anna Wintour, Lynette Federer) in the film, the #ToastToRoger invites everyone to pay tribute to Roger on social networks around the world.
All tributes were gathered in a big Social Wall.
Resolutely turned towards the future and the beginning of Roger's new life, each tribute paid will result in a donation from Moët & Chandon to the Roger Federer Foundation to help the most disadvantaged children gain access to education.
Furthermore, we had to shoot a film for Roger with Roger without him knowing the content!
Indeed, this tribute film was a gift that Moët & Chandon wanted to offer to Roger for his departure. Thus, all the preparation was kept secret until the film was shown to him
at the Laver Cup opening .
Strategy
Roger Federer leaving the world of Tennis
sounds like a sad news, the end of an area.
But instead of feeling nostalgic,
we decided to look at things the other way around
We think this moment should be celebrated,
like a worldwide joyful leaving party.
So we decided to organise the greatest toast ever raised to a sporting icon,
reuniting all his friends & fans all around the world.
"Greatest of All Times”,
Roger Federer is one of the most appreciated personalities in the world.
Although the primary target of this campaign remains Roger, it was ultimately aimed at all those who love him and wish to pay tribute to him all over the world.
Execution
Shooting a film for Roger with Roger without him knowing the content! So our director had to invent an new film to show Roger so he wouldn't know what was really going on.
Indeed, this tribute film was a gift that Moët & Chandon wanted to offer to Roger for his departure. Thus, all the preparation was kept secret.
The film was shot in Switzerland at the top of Europe at 3400m altitude with Roger Federer and from Paris remotely connected to Argentina for Siya Kolisi.
The VO were recorded individually between Paris (Rafael Nadal, Anna Wintour), London (Rod Laver) and Switzerland (Lynette Federer).
The archive footage that intersperses the shots taken with Roger has been meticulously researched and selected to best convey the grandeur of his career through the most powerful moments he has experienced and the emotions he made us all
Outcome
#AToastToRoger is
- a unique ownable campaign very relevant for the brand
Only the partner Champagne brand could properly celebrate the extraordinary man
by offering him a “Toast” reuniting all his friends & fans
- and highly impactful for the audience
We were offering people the chance to participate in the greatest celebration ever done
which was also to be an invaluable and unforgettable gift for Roger
- linked to Roger Federer Foundation as each tribute paid will result in a donation from Moët & Chandon to the Roger Federer Foundation to help the most disadvantaged children gain access to education.
NUMBERS
. A TOTAL OF 16M VIDEO VIEWS
VTR : 49% (19% average)
4,38% ENGAGEMENT RATE
(1,67% average)
WORLDWIDE PRESS CLIPPING
+60 ARTICLES
1M MONTHLY USERS
650k € MEDIA VALUE
. IMPRESSIVE CONSUMER ENGAGEMENT
YTD RESULTS
12.2 M REACH
4.5M ENGAGEMENT
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