L'ORANGE BLEUE
There is more to life than just sports.
Campaign
Territory
The critical moment: reinjecting humanity into the fitness world
In the fitness universe, many brands have ended up looking alike: stereotyped images, recycled body-positive slogans, and performance promises disconnected from daily life. Against this trend, L'Orange bleue wanted to affirm what has always made it strong: warm clubs, present coaches, real connections. It was time for the brand to stand out. Not by shouting louder, but by speaking more accurately.
A new brand platform focused on the human experience
We have supported the Orange bleue in designing a strategic and creative territory true to its DNA. No superficial discourse, but highlighting what members truly experience: rooms where people talk, where they laugh, where coaches are genuinely involved. Where others overly digitize, the Orange bleue capitalizes on the warmth of reality, and that is precisely what we have revealed.
A bold claim: “There is more to life than just sports”
This positioning marks a break from the dominant codes of the market. It allows the Orange bleue to fully embrace its identity as a close, human, and caring network. Sports remain central, of course. But it’s a sport experienced with others, in a good mood, without pressure. A way of life, more than a physical objective.
A high value-added visual and editorial territory
We have designed a comprehensive campaign: display, video, social media, HR materials… Each format highlights human relationships at the heart of the customer experience. With a sincere and accessible tone, embodied visuals, and crafted texts, we have brought to life a coherent and differentiating universe, ready to evolve over time, while reinforcing the brand's uniqueness.
A high value-added visual and editorial territory
To accompany this new brand territory, MV Group, our partner, has designed a strategic video distribution plan, reflecting the network of L’Orange bleue.
The spots have been broadcasted on segmented television, allowing precise targeting of geographic areas around the clubs. This proximity logic has been amplified in VOL (video online) on YouTube, social networks, and streaming platforms, with refined targeting based on interests (sports, wellness, coaching). A media orchestration designed to combine awareness, traffic, and local conversions, while consolidating the image of a close and accessible network
A different idea of fitness, more lively and more real
With this new territory, Orange Blue asserts its unique position in the world of sports and wellness. A brand that does not seek to resemble others, but to be fully itself. A brand proud of its teams, its clubs, its philosophy.
And most importantly, a brand that makes you want to come back. Again and again.
