France’s Ligue 1 releases its first ever film: 'We Will Show You'

In this two-and-a-half-minute film created with the Sid Lee Paris agency, Ligue 1 showcases its unique take on the beautiful game. The brand boldly expresses its new positioning – "Football. But French." – through passionate supporters, skillful football plays, and epic music. This marks a new direction for the league, clubs, players, and supporters, and represents the adopted positioning of the championship for the upcoming year.

Instead of just showcasing football tricks, the league demonstrates its technical prowess, challenging the old English cliché of the "Farmers League" and highlighting what Ligue 1 is truly about. The story begins with a fish & chip dinner, but then takes the cynical British protagonist, Willy, on a French odyssey, showing him the essence of Ligue 1.

From a young fan in Marseille to the supporters in Lille, the Rennes tifo to the Lyon lion, and celebrations spanning Paris, Strasbourg, Lens, Toulouse, and Nantes, the French fans captivate their English friend. The film also features a cameo from Thierry Henry, a prominent figure representing the strength and diversity of French football on the international stage, and embodying the values of excellence of the new Ligue 1.

The film was directed by Adrien Lagier and Roman Bellity, who have made a significant impact on the French rap scene with their memorable music videos. Both avid football fans, they combined style and comedy with innovative visuals to create an emotionally charged film.

The campaign is set to launch on September 19, primarily through digital channels.

French version:

Sid Lee
Stéphane Soussan – Executive Creative Director Ninon Peres – Copywriter
Geoffrey Poulain – Art Director
Eric Boussenec – Editor
Yoann Deminiac – Account Director Thomas Albert – Account Executive Laetitia Neves - Head of production Mirabelle Yehouessi – Production Assistant
BIG Productions
@bigproductions.fr
Production:
Adrien Lagier @adrien.lagier – Director
Roman Bellity @romanbellity – Director
Kasia Staniaszek @kasia_stania – Producer Lidwine Chudy @lidwinechudy – Production Director Antoine Cormier @antoinecormier – DOP
Valentin Peoch @valentinpeoch – First assistant Gaston Portejoie – Head decorator
Elsa & Louise – Stylists
Post-production:
Johan Luce-Antoinette – Post-production Director Arthur Paux – Calibrator
Anthony Lestremau – VFX Lead