On the strength of its already well-known sound signature, Décathlon wanted this TV campaign to reaffirm its commitment to the values of sport and “its essential role in the development of children”: sociability, solidarity, self-esteem, commitment, self-confidence and benevolence.
Using 70’s rock music à la Led Zepplin to convey the energetic, raw and valiant side of children’s amateur sport. So that the fragile rubs shoulders with the powerful, we recorded live like 70’s bands to find that raw, conquering, victorious sound, punctuated by a very British rock male voice.
The Décathlon brand connected unabashedly with its audience with a spot whose music had the allure and authenticity of a work recorded live at Woodstock in 1969. The ad won several awards