Empowering Women's Football: The La Compile des Bleus Campaign

This chapter explores the innovative campaign 'La Compile des Bleus' by Orange, aimed at promoting women's football in France. It addresses societal biases and emphasizes the creative strategies used to highlight female players, including the playful involvement of male football stars in the marketing approach. The discussion further emphasizes the importance of human creativity in advertising and the need for brands to genuinely support women's sports beyond mere promotional tactics.