So Foot’s So Food Campaign | Alternative World Cup | Clapboard

BOYCOTT OR NOT BOYCOTT ?

Description

Launched in France in 2022, the campaign "BOYCOTT OR NOT BOYCOTT ?" by So Foot and BETC Paris tackles the divisive debate surrounding the World Cup in Qatar by offering a creative, culturally resonant alternative for football fans hesitant to engage with the tournament. So Foot, the leading French football publication, chose not to boycott the event but acknowledged the ethical and emotional dilemma faced by millions of supporters. To address this, the campaign introduced "So Food," an experiential restaurant initiative that transforms match days featuring the French National Team into immersive culinary experiences. Here, guests who opt out of watching the matches can instead spend 90 minutes cooking dishes inspired by France's group stage opponents—Australia, Denmark, and Tunisia—under the guidance of a renowned chef. This innovative fusion of sport and gastronomy leverages the universal French passion for food as a unifying force, providing a meaningful way to express solidarity without disengaging from the cultural moment. Moreover, the campaign embeds a strong social responsibility dimension by donating all meals prepared by participants to the charity #onremplitlefrigo, which supports students facing food insecurity by distributing meal boxes. By weaving together public interest, sports, and community support within an integrated media strategy, So Foot and BETC Paris deliver a powerful message that respects diverse viewpoints while promoting connection, empathy, and action beyond the football pitch.

Credits

Client

So Foot

Agency

BETC Paris

Brand

So Foot

Brand Managers

Franck Annese, Pierre Maturana

Agency Managers

Mathieu Laugier, Theophile Geslain

Chief Creative Officer

Stephane Xiberras

Executive Creative Director

Olivier Aumard

Art Director

Charles Dessaux

Copywriter

Sebastien Duhaud

Traffic Manager

Nathalie Sanseigne

Head Of Culture

Hirmane Abdoulhakime

Production House

Allso

Director

Lenny Grosman

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