{"id":3091,"date":"2024-09-05T14:56:41","date_gmt":"2024-09-05T12:56:41","guid":{"rendered":"https:\/\/19digital.fr\/2024\/09\/05\/phryges-from-controversy-to-ultra-trendy-symbol-%f0%9f%92%95\/"},"modified":"2024-09-05T14:56:41","modified_gmt":"2024-09-05T12:56:41","slug":"phryges-from-controversy-to-ultra-trendy-symbol-%f0%9f%92%95","status":"publish","type":"post","link":"https:\/\/19digital.fr\/en\/2024\/09\/05\/phryges-from-controversy-to-ultra-trendy-symbol-%f0%9f%92%95\/","title":{"rendered":"Phryges: from controversy to ultra-trendy symbol! \ud83d\udc95"},"content":{"rendered":"

Initially decried as too far removed from the traditional imagery of the Olympic Games, the phrygian mascots of the Paris 2024 Olympics have turned the tide!
\nIn just a few months, with over 1 million copies sold, they have become much more than mere mascots: symbols of inclusion and formidable communication tools.
\nWhat are the secrets of such tremendous marketing success?
\n\u2611 A touch of history and symbolism: Phryges are loosely based on the Phrygian cap, made famous in the days of the Roman Empire during slave emancipation ceremonies, where it represented the passage from a state of enslaved man to a man who breaks his chains!
\nThe Phrygian cap is also one of the symbols of the French Revolution, which loudly advocated “Libert\u00e9, \u00c9galit\u00e9, Fraternit\u00e9”.
\n\ud83d\udca5 \u2611A “good head”: with its childlike and very friendly little air to appeal to as many people as possible, especially children \u2611A zest of patriotism: with the choice of the 3 colors of the French flag “bleu, blanc, rouge” \u2611Values of sharing and inclusion: the Phryges are non-gendered (which didn’t fail to create controversy and slightly upset the most conservative) and one of the 2 mascots is equipped with a racing blade to honor Paralympic athletes \u2611An incredible and unprecedented visibility: beyond their visual aspect, these mascots are now the stars of social networks and events.
\nThey are omnipresent, whether on derivative products, in awareness campaigns or in selfies of athletes or the public!
\n\ud83d\udcf8 By combining tradition and modernity, they have succeeded in reaching a diverse audience, while reinforcing the image of an inclusive and innovative France.
\nWhat was a risky gamble is today an exemplary success.
\nThe Paris 2024 Olympic mascots show that, with a well-thought-out strategy, even initial criticism can turn into waves of enthusiasm.
\n\ud83d\ude0e A great lesson for all our communications initiatives, isn’t it? #Paris2024<\/span> <\/a>#JO2024<\/span><\/a> #PhrygianMascots<\/span><\/a> #Inclusion<\/span><\/a> #Marketing<\/span><\/a> #Communication<\/span><\/a> #Success<\/span><\/a> <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Initially decried as too far removed from the traditional imagery of the Olympic Games, the phrygian mascots of the Paris 2024 Olympics have turned the tide! In just a few months, with over 1 million copies sold, they have become much more than mere mascots: symbols of inclusion and formidable communication tools. What are the…<\/p>\n","protected":false},"author":3,"featured_media":3085,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee","category-1","description-off"],"_links":{"self":[{"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/posts\/3091","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/comments?post=3091"}],"version-history":[{"count":0,"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/posts\/3091\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/media\/3085"}],"wp:attachment":[{"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/media?parent=3091"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/categories?post=3091"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/19digital.fr\/en\/wp-json\/wp\/v2\/tags?post=3091"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}