Entertainment Lions For Sport > Branded Content for Sport

LIGUE 1 SYMPHONY

MARCEL, Paris / PRIME / 2023

Awards:

Shortlisted Cannes Lions
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Original Content
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Overview

Credits

Overview

Why is this work relevant for Sport 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 French football league. French football fans were skeptical that Prime was legitimate and expert enough to be the official broadcaster of the Ligue 1.

After the first year, Prime proved its expertise in terms of broadcasting quality. However, to completely change the minds of French football fans, Prime wanted to celebrate French football while staying true to its values and ambitions.

Describe the strategy & insight

To truly captivate the hearts of fans, we needed to create something unique, vibrant, and grandiose that would capture the intensity and emotion of the Ligue 1, leaving a lasting trademark on the league.

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 creative idea

Football is often referred to as 'the beautiful game', and it can also be compared to a symphony, with coaches acting as orchestra conductors who guide their 'artists' – the players. With the Ligue 1 Symphony, Prime brought this metaphor to life.

During football matches, the show is not only on the field but also on the sidelines, where coaches make all sorts of gestures to give instructions to the players. Like music conductors with their musicians, coaches direct the players. Therefore, to create an anthem for the Ligue 1, we had the idea of turning the league coaches into music conductors.

This way, Prime created a sport anthem that truly captures the intensity and the emotion of a football match.

Describe the craft & execution

To create the Ligue 1 Symphony, 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 said, '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. Seventy musicians and a choir faced a monolithic screen that stood in place of the traditional conductor. The footage of the coaches' movements 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.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

In 2018, the Spanish media group "Mediapro" acquired the rights to Ligue 1. However, two years later, after missing two payments early in its first season, Mediapro and the French football league agreed to terminate the contract.

As a result of this situation, Prime became the official broadcaster of the championship for the first time. Fans and clubs were initially wary of seeing a new actor arrive, especially one like Prime that was not perceived as legitimate or expert enough to be the official broadcaster of French football.

Nonetheless, Prime has quickly reassured the world of French football with the quality of its broadcasts and programs. But Prime didn't want to be just another broadcaster; it wanted to bring something concrete to Ligue 1.

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