FDJ (National French lottery)

Youthful, engaging & vibrant

A touch of simplicity


FDJ, the French national lottery, Française des Jeux (FDJ), was facing a flood of new competitors. The FDJ sonic identity was the best way to stand out!

To reinforce its leadership position, the brand needed to strengthen communication in order to stand out and be understood.

Sonic identity

The new FDJ sonic identity is assertive, positive, and fun. The violin, guitar, rhythmic piano and percussion express the joy of life, humour, goodwill of  FDJ.

The unique, proprietary sound, enhanced FDJ’s leadership status and established the FDJ sonic brand as one of the most recognizable in France.

Just listen to the client testimonial from Patrick Buffard talk about how the brand engagement and recognition increased gradually over time due to the sonic logo.



To officially reveal the FDJ sonic identity and further emphasize the brand’s personality, the Brand Movie and all Product Movies debuted at the L’Oréal Active Cosmetics International Meeting – each giving a custom music score to La Roche Posay.

According to Shazam, 70.3% of the brand film audience “shazamed” the music, which is 4 to 5 times above the average.



Patrick Buffard – Assistant Marketing Director
Monique Heim – Advertising and Media Director
Sylvie Bouffard – Communication and Brand image Manager
Laetitia Olivier – Communication and Sustainable development Manager
Anne-Laure Senentz – Communication and Brand image Officer
Alice Balloy – Brand customer relation Manager
Bruno Perrone – Event Manager


Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Anne-Sophie Moretti – International Project Director
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre MoreauDesigners