We Are the Champions - 30 Millions d’Amis Foundation | Clapboard Ad Archive

We Are the Champions for the 30 Millions d’Amis Foundation, crafted by Altmann + Pacreau in 2019, stands as a poignant public interest campaign that redefines the narrative around animal welfare by positioning animals as resilient heroes deserving of admiration and protection. This single-film execution harnesses the cultural power of Queen’s iconic anthem, a choice that situates the campaign firmly within what Clapboard’s taxonomy identifies as FORMAT#12—Parody or Borrowed Format—subverting the song’s typical association with human triumph to celebrate the often overlooked strength and dignity of animals. By appropriating a globally recognized symbol of victory, the campaign creates an immediate emotional resonance, inviting French audiences to reconsider their relationship with animals through a lens of empathy and respect. The film’s evocative storytelling and carefully curated visuals transcend conventional public service messaging, embodying the foundation’s mission to promote kindness and responsible treatment of animals without resorting to didactic or sentimental clichés. Instead, it leverages collective cultural memory to amplify its call for social change, making the cause both relatable and urgent within the local context where animal rights and collective responsibility resonate strongly. The campaign’s deployment in French ensures authenticity and enhances its connection to domestic audiences, while the strategic use of a single powerful media asset optimizes focus and impact. This approach demonstrates Altmann + Pacreau’s understanding of how borrowed cultural formats can be repurposed to generate a fresh narrative framework that commands attention and stirs advocacy. The campaign earns 64/100 in Clapboard’s global creative archive. We Are the Champions matters because it exemplifies how public service campaigns can harness familiar cultural touchstones to elevate social messages, signaling a shift toward more sophisticated, emotionally intelligent storytelling in the animal welfare sector.