October 18, 2024
Year
2024
Client
PSG x SNIPES
Category
Creative Direction
Product Duration
Season Long
To launch the partnership between PSG and Snipes as their official community partner and wheel in the new era of PSG, reconnecting the club to their Parisian roots.
THE END OFCAN ERA
PARIS SAINT-GERMAIN IS UNDERGOING A MAJOR TRANSITION WITH THE DEPARTURES OF MBAPPÉ, NEYMAR, AND MESSI, SIGNALLING THE END OF THEIR "GALÁCTICOS" ERA.
A TIME FOR RECONNECTION
AS THE SQUAD IS NOW BEING TAKEN FORWARD BY YOUNG EXCITING FRENCH TALENT, THE CLUB HAS THE OPPORTUNITY TO RECONNECT WITH ITS ROOTS AND PROVIDE YOUNG PARISIANS WITH A REFERENCE POINT.
OPPORTUNITY
REDISCOVER THE POWER OF LOCAL BY ADOPTING THE SNIPES
"RAISED FROM CONCRETE" MINDSET
SHARING THE STAGE
Parisian Culture and PSG are at a point of reconnection, they are one and the same.
COMMUNITY
THE LIFE OF PARIS
ALL ASPECTS OF EVERYDAY LIFE; THE SMALL BUSINESSES, THE FOOD, THE VENUES, THE CONVERSATIONS.
MUSIC
THE SOUND OF PARIS A BREEDING GROUND FOR INNOVATIVE SOUNDS, PARIS HOUSES SOME OF THE MOST EXCITING EUROPEAN MUSICIANS.
STREETWEAR
THE STYLE OF PARIS
PARISIAN CREATIVES AND DESIGNERS ENJOY A GLOBAL FOLLOWING OUTSIDE THE RÉALM OF LUXURY.
THE FOOTBALL OF PARIS
REPRESENTING ASPIRATION, IDENTITY, AND BELONGING. FOOTBALL IMPACTS THE LIVES OF PEOPLE OF VARIOUS BACKGROUNDS AND INTERESTS.
HOME HEROES
GOING BEYOND FOOTBALL BY CONSIDERING ALL PEOPLE SPEARHEADING PARISIAN CULTURE.
FOOTBALL
MUSIC
STREETWEAR
COMMUNITY
ICI C'EST PARIS
ICI C'EST NOTRE TERRAIN
SO, WE THOUGHT TO…
RALLY UP OUR COMMUNITY, CELEBRATE OUR SPACES, RECLAIM WHAT'S OURS, TO OPEN UP A GLOBAL STAGE.
PARIS TO THE WORLD
During the launch phase, the campaign introduced the SNIPES x PSG partnership through a distinctly Parisian lens, rooted in the message “Ici c’est Paris, ici c’est notre terrain.” We created a launch video shot in the Parisian banlieues, bringing together SNIPES community members and PSG players to visually demonstrate the renewed connection between the club and the city. Alongside the film, we developed a suite of supporting imagery that celebrated local culture, identity, and everyday Parisian life. The launch was further strengthened through multiple community-curated activations across the city, ensuring that the partnership was authentically embedded within the spaces and people who define Paris
Creative Direction: Beni De Makoso, Anne Mills Cotè, Dean George
Creative: Karim Stoddart
Account Manager: Michelle Muchemwa
Account Director: Chris Bridge
Producer: Nkem Egubchiri
Production Company: BANDITS
Agency: Ear to the Ground
