Paris-based creative agency, “Peoplewelike”, have launched this the first pan-European campaign for Le Coq Sportif: ‘Smile, c’est du Sport’ (‘Smile, it’s Sport’). The new communication campaign is the largest investment in advertising for the brand since 2005 and marks its serious return to sports.

The bright red, blue and white type treatment on screen, reminiscent of the Cafe Au Lait coffee cups omnipresent in the 80s, coupled with the hip music and expressive playing with fonts is so French and styling it makes me want to take up chainsmoking again and dedicate my life to the dance-floor sport I used to be so good at. ‘Smile, c’est du Sport’ celebrates the pleasure of sharing in the great emotions of living and breathing sports performance. The central creative idea reaches back to the roots of Le Coq brand and captures moments that make sports news. Did I mention it looks cool?

"We wanted to express our strong and clear way back into high performance sport”, says Cyril du Cluzeau, International Marketing Director Le Coq Sportif. “Le Coq Sportif is now reborn into what we have always been – a sports brand. This is our inspiration for the future. We also wanted to show our vision that sports must firstly be a source of satisfaction, involving emotion and adrenaline.”

Agency: “Peoplewelike” Design and animation: Playground Paris Music: GUM productions Song: Say What by Huw Williams

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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