Nantes Metropole
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our playground
Campaign
Social
Challenge
The Rugby World Cup 2023 is an event that promotes the international visibility of the metropolis. A unique opportunity to be proud and to proudly represent the colors of our territory. The challenge consists of designing a campaign that conveys a message that is clear and understandable enough to meet a double challenge: - Generating pride: making residents proud of their metropolis. Proud to host a global sporting event that contributes to its international visibility. - Welcoming supporters from all over the world by presenting Nantes as a welcoming, friendly, and warm metropolis. Highlighting the territory/city: the beauty of the places, the quality of life it offers to everyone.
Solution
The Nantes metropolis has many assets that can be both vectors of pride for its residents and attractive for foreign supporters discovering the city. Its architecture, its history, and its culture are just a few levers we can rely on. Therefore, we naturally propose to promote the territory as a “playground,” relying on cultural, natural, or architectural elements representative of the metropolis: an invitation to play everywhere and all the time! Creatively, our approach is based on several situations each representing a rugby ball thrown between two “imaginary” rugby posts at the heart of the daily lives of the metropolis's residents: the defenses of the Elephant, the jets from the water mirror at the foot of the Castle, the seating of the giant bench by Claude Ponti in the botanical garden, etc.
The Nantes metropolis has many assets that can be both vectors of pride for its residents and attractive for foreign supporters discovering the city. Its architecture, its history, and its culture are just a few levers we can rely on. Therefore, we naturally propose to promote the territory as a “playground,” relying on cultural, natural, or architectural elements representative of the metropolis: an invitation to play everywhere and all the time! Creatively, our approach is based on several situations each representing a rugby ball thrown between two “imaginary” rugby posts at the heart of the daily lives of the metropolis's residents: the defenses of the Elephant, the jets from the water mirror at the foot of the Castle, the seating of the giant bench by Claude Ponti in the botanical garden, etc.
