Groupe FDJ has unveiled its new nationwide marketing campaign ‘Et voir la France gagner’ (‘See France Win’) highlighting the social responsibilities of Française des Jeux (FDJ) in helping France recover from COVID-19 pandemic.
The campaign developed by HAVAS Paris showcases FDJ’s ongoing national lottery projects supporting the funding of French sports, arts, heritage, and culture.
Furthermore, the campaign highlights FDJ’s commitment to improving France’s social mobility and prospects for the disabled and economically disadvantaged.
The campaign opens to the tagline that ‘Everyday FDJ works to see France Win’, promoting solidarity across its projects as France recovers from the unprecedented events of 2020.
“The National Lottery was established in 1933 to help the ‘Gueules Cassée’ France’s disfigured soldiers returning from the World War 1,” said Nathalie Le Garlantezec, Groupe FDJ Brand and Communications Director.
“FDJ is deeply laid in the foundations of France, as a company with an activity presence in all areas, contributing to better society. This new campaign aims to make our values resonate, and to reaffirm our role in the society of today and tomorrow.”
2021 will see FDJ change its lead creative agency from HAVAS Paris to ‘‘Publicis 13’ a purposely built media unit formed by Publicis Media to handle FDJ’s multi-million advertising account.
FDJ will carry France’s biggest advertising budget for 2021, serving as principal sponsor of France’s Tokyo 2021 Olympic and Paralympic teams.
Further sponsorship commitments see FDJ maintain its position as lead sponsors of the Tour de France, and France’s national football team competing in this summer’s rescheduled UEFA European Championships.