At the start of September, the Fédération Française de Football (FFF) relaunched its ‘Retour Au Foot / Back to Football’ campaign to inspire and support amateur football in France at the start of the new autumn season
As the grassroots game restarts across the country after the summer break, the FFF campaign sets out to support and promote its members/license holders as they kick-off the new season by focusing on the emotional memories around the sport.
The campaign, created with agency La Fourmi, follows on from the negative impact of the Covid-19 crisis on the amateur game and as the game resumes, the FFF wants to reverse the participation declines of previous years with work leveraging the 25 August resumption of amateur and school football.
At the core of the campaign is a hero spot that aims to reflect authentic and realistic vignettes if the ways that amateur football create shared emotional moments of togetherness and cohesion and supports fair play in football. The creative avoids using actors and instead features real players from the Under 7, Under 11 and Senior groups as well as referees and managers of four amateur clubs.
Launched on 7 September, the spearhead film is adaptable in so far as it can be amplified by clubs across France and includes the (translated) copy: “Whether we are now big or small, pro or amateur, we all have a story or a memory with this football that gave us everything. So see you on the grounds!”
#RETOURAUFOOT, le clip I FFF 2021 – https://t.co/YySIbMb68e pic.twitter.com/DOi15CKA32
— Pause Foot (@pausefoot) September 7, 2021
The campaign’s launch creative is supported by other #RetourAuFoot tools, advice, events and other forms of communication through September and October.
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