Campaign Spotlight

Campaign Spotlight: Decathlon and Romance showcase how sports make the world better

For Decathlon, sport is everything. But beyond being a passion that became a profession, the brand strongly believes that wherever there is sport, the world is a better place.

Le sport rend le monde meilleur / Sport makes the world better


It helps people open up to others, to be more physically and mentally fit, and even to be more environmentally aware. This is why, more than ever, Decathlon wants to give sport the place it deserves among its fellow citizens.

Decathlon has therefore chosen to break with the usual codes of communication by building a strong territory on French television, carried by more than twenty very short films, performed by real amateur sportsmen and Decathlon employees.

The different scenes all carry the same central message— that sport has the power to make things significantly better. With Decathlon, a simple bike ride on a Sunday morning can become a shared moment of happiness; a sip of water can turn into a real moment of pleasure after the effort.

Romance chose to entrust the direction to two sports enthusiasts, Michel + Nico (La/Pac – Anthony Joshua, BBC Sport, SKY Sport), to bring to the screen 12 short seconds of raw reality that smells of experience. The films are closer to a documentary than an advert.

On social media, in addition to the films, Decathlon will unveil, in partnership with publisher So Press, portraits of sportsmen and women who make the world better.

After a year of sporting restrictions and amateur competition, this momentum takes on a particular resonance because, more than ever, sport can be part of the solution.

These new films created by Romance premiered on prime-time TV and digital on Friday April 16th. The first wave includes 8 films.


Decathlon France Communications Leader: Erwan Soquet
Communication Director France: Erika Vanobbergen
Content Leader France: Jean Chevalier
Campaign Coordinator France: Guillaume Ramond

Crédits Agence

CEO: Christophe Lichtenstein
Executive Creative Director: Alexandre Hervé
Copywriter: Alexandre Hervé
Creative Director: Frederick Lung
Art Director: Julien Rézette
Head of Strategy: Jérôme Lavillat
Strategic Planners: Benoît Clavé, Sam Naggar
Associate Director: Émilie Franck
Account Director: Arthur Amis
Account Manager: Charlotte Seillier
TV Producer: Émilie Talpaert, Florence Gabet

Production Credits

Directors: Michel + Nico
DOP: Snorre Ruhe
Production: La/Pac

Partner with adobo Magazine

Related Articles

Leave a Reply

Back to top button