Orange Sponsors You.

As the Euros creeps ever closer brands are starting to activate their campaigns. Whether it’s Paddy Power’s not-so-subtle dig at Scotland’s failure to qualify or Carlsberg’s free ticket pop-ups, soon there will be no hiding. But these are smaller scaled campaigns compared to the one ready to launch by Orange.

The telecoms provider is an official sponsor of Euro 2016 and has partnered with the City of Paris to take over one of its most famous landmarks…

The ‘Orange Sponsors You’ campaign is looking to put the fans back in the spotlight; highlighting the teams that are best supported during the tournament by lighting the Eiffel Tower in that nation’s colours. Orange will be monitoring social trends throughout each day and, 10 minutes after the final game on each day, the best supported team will adorn the famous monument. Individual fans, too, are being recognised by photographers on the hunt for the best fans throughout the tournament.

The campaign has a great ad running alongside it featuring one of French football’s most famous sons:

With all the wealth in football it’s a great move from Orange to recognise those that truly make football the incredible spectacle it can be. There will be a lot more campaigns from companies looking to capitalise on Euro 2016, but they’ll have to be pretty good to top this effort.

via @mubly