Nobody buys a daily paper for the scores anymore, a phone does that in seconds. DDB Paris went looking for the real reasons L’Équipe readers kept buying it anyway, and found fifty, most with nothing to do with sport.
The poster carries no image. Just the headline and fifty numbered reasons in small type, top to bottom. Guessing tomorrow’s front page. The price, finally something to buy with a stray euro coin. Lighting the barbecue. It ran mainly at bus stops, the one place left where a passer-by has nothing to do but read all fifty lines while waiting.
Print and outdoor, France, 2011. Readers sent in their own reasons, and L’Équipe printed the best ones in the paper itself.
