Winning the Euros would not just be monumental for football, it would be a monumental moment for women in France.
We wanted to do something that immortalises this moment as a step forward, a moment of never-ending progress for not just the game but for the French société.
The French language is gendered with the masculine form being the primary per default. French people are so proud of their language, they have a very official Council to protect it.
However, the youth and progressivists are pushing to make it more inclusive.
It is called ‘inclusive writing’, and the goal is to include both male and female versions of each word. Using a raised period “.” between both versions means you’re including all gender and non-binary people.
For example: “français·es” (Translation would be: “french men and women”).
As most new things, it is sparking a debate across France, and conservatives are losing their minds.
One of the most famous football stadium chant is “On est les champions” (We are the champions - gendered masculine).
It’s time women and men gather as a united “Champion·ne·s”
Reading “Champion·ne·s” is the best way to attract people’s attention and spark debate around a tournament that sadly didn’t interest most people in France because it was the Women Team.
“Champion·ne·s” is a real statement of celebration.
We are celebrating the champions. All of them. The ones on the pitch, the fans, the men, women and non-binary people who watched. Those who didn’t but are still proud of the victory. Those who lift the trophy and those that will, one day.
This victory is ours.
We are all Champion·ne·s.
As part of the campaign, we also created Inclusive Chants (we made all the chants feminine).
Translation: All Together, All Together.
Translation: Those who aren’t jumping aren’t French.
Disclaimer : The campaign was never released as the French Team was eliminated in the quarter finale.
Agency: Wieden+Kennedy London
Client: Nike France
Creative Director: Tom Bender
ACD Team: Cécile Pimont + Pieyre-Alexandre Treuil