At Cannes Lions 2024, Orange and creative agency Marcel delivered one of the festival’s most talked-about moments — and walked away with a Grand Prix in the Film category. The winning ad stunned viewers with a powerful twist that reframed how audiences perceive women’s sports.
The spot opens with high-energy football footage showcasing what appears to be male French football stars. But halfway through, the deception is revealed: the athletes are in fact players from the French women’s national team, with male faces superimposed using deepfake technology.
The creative sleight of hand was not just a stunt — it was a strategic provocation. By disguising female talent as male, the ad confronted viewers with their own unconscious bias: would they have appreciated the skill if they’d known it was women from the start?
Orange’s campaign resonated well beyond the ad world. In a context where women’s sports are often underrepresented, the film didn’t ask for validation — it demanded recognition. The Grand Prix win at Cannes cements this message, signaling a shift in how major brands are choosing to spotlight gender equity in sport.
This is not a feel-good campaign. It’s a wake-up call. And judging by the jury’s response, the message landed.
