Being the one and only French sports newspaper is a hell of a responsibility. The French soccer team had a horrible image among French people. All around the world, supporting you team means wearing your team's jersey.

This universal insight is not really usual in France, but with the heroic qualification, lead to jersey shortages in the shops ! L'Equipe decide to print IN the newspaper, at the exact normal size, the French blue soccer team jersey.

Thus, everybody could selfie with it and show on social media his support to the French team with #monselfiepourlequipe

L'Equipe decided to strongly dedicate all its owned media (TV, twitter, FB, site....) and journalists to present the idea AND let its readers play with the idea on social media. Since the idea of "printing a soccer jersey in a newspaper" is quite simple to execute, media execution costed almost nothing !

The idea was built on a social media feed back. So media execution comes from the people directly, using the jersey to support french team on social networks. So we can say thath our target was part of the media execution.

Thousands and thousands pictures were taken, by anonymous of all ages, in all kind of situation, oftenly with humour.

575 000 printing in the fisrt hour of the release.

+ 100 000 followers on twitter

+ 135 000 fans on facebook for the brand

Even famous people react to the operation as Jean-Marc Mormeck boxe world champion

Cyril Hanouna, the number one french tv host and Francis Huster one of the biggest french actor. All united behind their team, for the love of sport.