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Library/Campaign/Orange: WoMen's Football
Grade B24 sourcesHIS-00372

Orange: WoMen's Football

Campaign · 2023 · Notable

50Editable slideCertificate

Orange’s agency claimed 2 billion impressions for its football gender-reveal film.

Scipion

@Scipionista · Jun 29, 2023

Vous avez aimé cette vidéo ? Et bien surprise surprise, c'est du football féminin. Regardez et attendez la 45e seconde : contre-pied parfait, allez les Bleues !

Scipion@Scipionista

On termine cette saison avec une petite compilation 100% Joga Bonito des Bleus, plaisir d'offrir, plaisir pour vos yeux

2.4K81
Original · Orange / Marcel; Scipion (paid launch partner)

Team Orange Football

@TeamOrangeFoot · Jul 10, 2023

Une compilation des 𝙢𝙚𝙞𝙡𝙡𝙚𝙪𝙧𝙚𝙨 𝙖𝙘𝙩𝙞𝙤𝙣𝙨 𝙩𝙧𝙞𝙘𝙤𝙡𝙤𝙧𝙚, pas mal pour passer l’été, non ? 🤩 https://t.co/Nj54HT3HVB

1K82
Post · @TeamOrangeFoot on X

Craig Foster

@Craig_Foster · Jul 12, 2023

You’ve gotta see this. In full. Football is football. Sport is sport. End of story. Get into sport played by women, and the phenomenal athletes in the @FIFAWWC Copyright @orangefrance

2.8K67
Post · @Craig_Foster on X

MARCEL

@MarcelAgency · Jul 17, 2023

Ah d'accord on est dans @TIME 😅 @Orange_France @TeamOrangeFoot time.com/6295047/viral-…

401
Post · @MarcelAgency on X

Andrew Bloch

@AndrewBloch · Jul 16, 2023

Brilliant advert. So clever. No spoilers. Just watch to the end. https://t.co/HcMtsMImLt

6.8K135
Post · @AndrewBloch on X

Gary Lineker

@GaryLineker · Jul 16, 2023

C’est bon!

Andrew Bloch@AndrewBloch

Brilliant advert. So clever. No spoilers. Just watch to the end. https://t.co/HcMtsMImLt

4.5K74
Post · @GaryLineker on X
Clip · Orange France on YouTube
Clip · Marcel on YouTube
Vous avez aimé cette vidéo ? Et bien surprise surprise, c'est du football féminin. Regardez et attendez la 45e seconde : contre-pied parfait, allez les Bleues !
@Scipionista on X
Une compilation des 𝙢𝙚𝙞𝙡𝙡𝙚𝙪𝙧𝙚𝙨 𝙖𝙘𝙩𝙞𝙤𝙣𝙨 𝙩𝙧𝙞𝙘𝙤𝙡𝙤𝙧𝙚, pas mal pour passer l’été, non ? 🤩
@TeamOrangeFoot on X
You’ve gotta see this. In full. Football is football. Sport is sport. End of story. Get into sport played by women, and the phenomenal athletes in the @FIFAWWC Copyright @orangefrance
@Craig_Foster on X
Ah d'accord on est dans @TIME 😅 @Orange_France @TeamOrangeFoot
@MarcelAgency on X
Ireland v USWNT
TIME
Fans praise French Women’s World Cup ad for its ‘genius’ twist
The Independent (via Yahoo)
The award-winning campaign that made millions switch to women’s football
D&AD
Behind the winning work: WARC Rankings Creative 100
WARC / Apple Podcasts
Les actions folles de l'équipe de France qu'on a tous oubliées - Orange
Orange France on YouTube
Orange - la Compil des Bleues (English version)
Marcel on YouTube
Orange veut renverser les préjugés liés au football... féminin
E-marketing.fr
“Genuinely brilliant”: Experts weigh in on the viral French football ad ahead of Women’s World Cup
SmartCompany

Spread Score

How it works
Reach58Contagion25Breadth70Velocity39LongevityNo data yet50

Numbers

Agency campaign total claimed in WARC’s 2025 entry
2B
As of Apr 7, 2025 · Self-reported · WARC / campaign award entry
Peak date
Week of Jul 23, 2023
Jun 29 ’23 to Week of Jul 23, 2023
Platforms
6
Started on X
Origin
Mixed
Technology

Mechanics

  • Mystery & lorePrimary
  • Platform jump
  • Press loop
  • Controversy
  • Newsjacking

How it spread

Trace the origin

Orange and Marcel disguised French women’s highlights as men’s, then revealed the edit. A paid influencer launch reached football feeds; public reposts and reactions reached Reddit, TikTok and TV. Its campaign entry later claimed 2 billion impressions.

Dates use the stated precision; chart positions are date anchors.

Jul ’23AugNovMar ’24JunJulOctFeb ’25AprPressXRedditTVTikTokOpen web
PressXRedditTVTikTokOpen web

15 more events on this chart

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Timeline (18)

  1. June 2023

    Publicis / Marcel precursor · Jun 28 ’23

    Marcel announced June 29 distribution via football media, FFF platforms and YouTube, Twitter and Snapchat influencers.[23]

    Open the first post ↗

  2. Scipion precursor · Jun 29 ’23

    Scipion posted the first half of the film before the planned reveal, according to Effie.[1]

    Vous avez aimé cette vidéo ? Et bien surprise surprise, c'est du football féminin. Regardez et attendez la 45e seconde : contre-pied parfait, allez les Bleues !

  3. Scipion seed · Jun 29 ’23

    Scipion posted the full reveal and disclosed a paid partnership with Team Orange Football.[1][2][3]

    Orange veut renverser les préjugés liés au football... féminin
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 number
  2. 2026-10-15Fact-check passed (45 claims)
  3. 2026-10-13Added: 16 events, 22 sources · Score 50
Origin
Mixed
Sector
Technology
Region
FR
Agency campaign total claimed in WARC’s 2025 entry
2B
As of Apr 7, 2025 · Self-reported · WARC / campaign award entry
Evidence
Grade B

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Just One Cornetto (ReMAXed)

Instagram · 2026

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Grand Theft Auto VI Trailer 1

YouTube · 2023

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Grand Theft Auto VI Trailer 1

268M views

Heinz: #FindTheKetchupBoatGuy

Instagram · 2023

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Heinz on Instagram: "To whoever finds this message, We need your help tracking down an amazing man with an amazing story. You may remember Elvis Francois as the brave sailor who survived on nothing…

3.7B impressions

Goop: The Diapér

Instagram · 2022

28
goop on Instagram: "Meet The Diapér. Our new disposable diaper lined with virgin alpaca wool and fastened with amber gemstones, known for their ancient emotional-cleansing properties. Infused with a…

150M impressions

New cases, every week

How the next thing spread, the week it does.

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Jul ’23AugNovMar ’24JunJulOctFeb ’25AprPressXRedditTVTikTokOpen web
PressXRedditTVTikTokOpen web

15 more events on this chart

Join free to see them

  1. June 2023

    Publicis / Marcel precursor · Jun 28 ’23

    Marcel announced June 29 distribution via football media, FFF platforms and YouTube, Twitter and Snapchat influencers.[23]

    Open the first post ↗

  2. Scipion precursor · Jun 29 ’23

    Scipion posted the first half of the film before the planned reveal, according to Effie.[1]

    Vous avez aimé cette vidéo ? Et bien surprise surprise, c'est du football féminin. Regardez et attendez la 45e seconde : contre-pied parfait, allez les Bleues !

  3. Scipion seed · Jun 29 ’23

    Scipion posted the full reveal and disclosed a paid partnership with Team Orange Football.[1][2][3]

    Orange veut renverser les préjugés liés au football... féminin

  1. press · Jun 29 ’23

  2. owner response · Jul 10 ’23

Join free to see the other 15 events and the full chart. Free, on every case.

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Why it worked

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