L’EQUIPE | CHILD | 2005
This is an ad for a sports newspaper / L'EQUIPE "CHILD"
In 2005, the French sports newspaper L'Equipe put out an ad with a child as its star. The title was simply "CHILD." This piece, made by DDB Paris, is known for one thing for certain: it won a GOLD award.
The problem
DDB had been handling L'Equipe's advertising since 2003. Rather than focusing on the newspaper itself, the series put its weight behind communicating the brand's spirit, and in 2005 a new tagline was adopted: "L'Équipe légende le sport" (L'Equipe turns sport into legend).
The idea
Under this new tagline, three films were made, and "CHILD" (original title: L'Enfant) was one of them. It was directed by Jonathan Herman and produced by Soixante Quinze. It's in color with sound, and runs 30 seconds.
What happened
What remains on record is that it won a GOLD award.
Afterthought
Honestly, I couldn't find much detailed information about this ad. But I think that's okay. It was 2005, back when YouTube had only just been born. There are far more ads that disappeared without being archived than ads that made it into the record. If anyone out there has seen this ad, I'd love to hear about it.
Awards
- Cannes Lions Gold 2005
