Groupe FDJ has unveiled its new nationwide marketing campaign ‘Et voir la France gagner’ (‘And see France win’) which aims to showcase the social responsibilities of Française des Jeux (FDJ) in helping France recover from the COVID-19 pandemic.

Developed by Havas Paris, the campaign highlights FDJ’s ongoing national lottery projects which support the funding of French sports, arts, heritage, and culture.

The campaign also brings attention to the national lottery operator’s commitment to improving the country’s social mobility and prospects for the disabled and economically disadvantaged.

‘Everyday FDJ works to see France Win’ is the tagline of the campaign, promoting solidarity across its projects as France recovers from the unprecedented events of 2020.

Nathalie Le Garlantezec, Groupe FDJ Brand and Communications Director, said: “The National Lottery, our ancestor, was created in 1933 to help the ‘Gueules Cassées’, the disfigured soldiers of the First World War.

“This deeply united lottery laid the foundations of what we have never ceased to be: a company which, with its activity present in all territories, contributes to society. This new campaign aims to make our values resonate, and to reaffirm our role in the society of today and tomorrow.”

2021 will see FDJ 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.

FDJ will carry France’s biggest advertising budget for 2021, serving as principal sponsor of the country’s Tokyo 2021 Olympic and Paralympic teams.

Further sponsorship commitments see FDJ 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.