Sidney Hecker the Vice President and Associate Research Director at Young and Rubicam in New York City once said “Music, when used appropriately, is the catalyst of advertising.” Ivorian and French Artist Vegedream was able to accomplish just that during the 2018 FIFA World Cup. Vegedream's song for the World Cup titled "Ramenez la coupe à la maison" (Bring the Cup Home), played a significant role in boosting the morale and national pride of the French soccer team and its supporters. Major companies and brands in France used this song for advertising merchandise, events, and community engagement.
The Unifying Anthem
The song became an anthem for the French team and their fans. Its catchy tune and uplifting lyrics created a sense of unity and excitement around the team's journey throughout the tournament.
Fans would take to their social media accounts to dance to this new song which then turned into a viral sensation! Soon the soccer players and other French athletes joined in on the new trend. They would post on apps such as Snapchat and Instagram dancing to the song through the airport, in hotels, and even in the locker room.
Motivational Impact
In the song Vegedream mentions each player on the team by name and compliments each player for their skills. Hearing the crowd roaring this anthem only encouraged the players to bring their “A” game.
Music has a powerful influence on emotions and can be incredibly motivating. The song likely provided an emotional boost to the players, serving as a source of inspiration and encouragement.
Cultural Representation
Trademark lawyers Claire Jam and Juliette Tallobre said “The "Allez les Bleus" trademark made its debut at the INPI (the national intellectual property office of France, in charge of patents, trademarks and industrial design rights.) in February 1977.
“Allez Les Bleus” is an old French saying that comes alive every four years when France competes for the World cup. Vegedream's song, with its blend of modern beats and a catchy chorus, resonated with a broad demographic and age range, including the diverse backgrounds of the French national team players. This inclusivity in music mirrored the diversity in the team itself.
Celebratory Mood
After France's victory, the song became synonymous with their success, enhancing the celebratory mood across the country. It was played in locker rooms, fan zones, and on the streets, amplifying the joy of winning.
Businesses throughout France played this song in their stores, marketing campaigns, and even the president became a fan!
Legacy and Memory
The song helped in cementing the memory of France's victory at the World Cup. It became a part of the team's legacy, a musical reminder of their triumph.
In summary, Vegedream's song contributed to the French national team's World Cup experience by providing a unifying, motivating, and celebratory anthem that resonated with both the team and the nation.
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