In its newest nationwide marketing campaign Et voir la France gagner(‘See France Win’) Groupe FDJ highlights the social responsibilities of Française des Jeux (FDJ) in helping France recover from the COVID-19 pandemic.

Developed by its lead creative agency HAVAS Paris, the campaign showcases FDJ’s national lottery projects which support the funding of French sports, arts, heritage, and culture.

The campaign also highlights FDJ’s commitment to improving France’s social mobility and prospects for the disabled and economically disadvantaged.

The video promotes the tagline of the campaign that ‘Everyday FDJ works to see France Win’, advocating for solidarity across its projects as France.

Nathalie Le Garlantezec, Groupe FDJ Brand and Communications Director, stated: “The National Lottery was established in 1933 to help the ‘Gueules Cassée’ France’s disfigured soldiers returning from World War 1. 

“FDJ is deeply laid in the foundations of France, as a company with an active 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 is set to be a busy year for FDJ as it will 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. 

Publicis 13 will carry France’s biggest advertising budget, serving as principal sponsor of France’s Tokyo 2021 Olympic and Paralympic teams and 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.

The FDJ launches COVID recovery campaign