We ran a full-page ad in the newspaper, offering all the readers the opportunity to be covered and criticized by L’Équipe’s best journalists during one of their amateur games, whatever the sport they practice, just like the journalists do for the professional players everyday. And after a tough selection, a team of 13 year-old footballers was selected and their story turned into a one-page article featuring interviews, pictures and unexpected anecdotes.

This brand experience connected consumers with their daily product.

Readers begged for more selections since then on social networks. Sales were multiplied by 20 in the town that held the game. Subscriptions went up 20% off & online for the second edition.

22 happy kids, including Marwane who cried after he missed his free kick at the very last minute of the game. (We reminded him that Lionel Messi, the world’s best football player, missed one for the F.C. Barcelone just the day before.)