{"id":19726,"date":"2015-06-18T02:37:32","date_gmt":"2015-06-18T06:37:32","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=19726"},"modified":"2015-06-19T06:57:53","modified_gmt":"2015-06-19T10:57:53","slug":"lions-de-cannes-2015-les-canadiens-misent-sur-lemotion","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/lions-de-cannes-2015-les-canadiens-misent-sur-lemotion\/","title":{"rendered":"Publicit\u00e9 &#8211; Lions de Cannes 2015 : les Canadiens misent sur l&rsquo;\u00e9motion"},"content":{"rendered":"<p><a href=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/03\/mean-tweets.jpg\"><img loading=\"lazy\" class=\"aligncenter wp-image-15784 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/03\/mean-tweets.jpg\" alt=\"mean tweets\" width=\"493\" height=\"260\" \/><\/a><\/p>\n<p><strong><span style=\"color: #000080;\">Les agences canadiennes en comp\u00e9tition aux <a href=\"https:\/\/www.canneslions.com\/\">Lions de Cannes<\/a>, qui auront lieu du 21 au 27 juin prochains, ont mis\u00e9 cette ann\u00e9e sur l&rsquo;\u00e9motion et l&#8217;empathie, selon <a href=\"http:\/\/www.marketingmag.ca\/\">Marketing Magazine<\/a>.\u00a0<\/span><\/strong><\/p>\n<p>Et, selon le site canadien, elles le font bien !<\/p>\n<p>Or, jouer sur la corde sensible des consommateurs est un concept d\u00e9j\u00e0 bien ancr\u00e9 dans les moeurs publicitaires de nombreuses marques dans le monde, et il est, par cons\u00e9quent, le lot commun de plusieurs agences. La comp\u00e9tition sera donc rude, dans le sud de la France, la semaine prochaine.<\/p>\n<p>Magazine Marketing a donc demand\u00e9 \u00e0 d&rsquo;anciens membres du jury de donner leur avis sur quelques publicit\u00e9s en lice.<\/p>\n<p><span style=\"color: #000080;\"><strong>1. \u00abBetter Tomorrows\u00bb, pour <a href=\"http:\/\/www.sickkids.ca\/\">Sickkids<\/a>, de l&rsquo;agence <a href=\"http:\/\/www.jwtcanada.ca\/\">JWT<\/a>.<\/strong><\/span><\/p>\n<p>La campagne la plus susceptible de gagner un Lion selon\u00a0Brenda McNeilly, Pr\u00e9sidente de Whatifmanship Copywriting and Creative. \u00ab<em>Si vous ne ressentez rien en regardant cette publicit\u00e9, c&rsquo;est que vous \u00eates faits de pierre<\/em>\u00bb, affirme-t-elle.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/VrJdY7Y_O1Y\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong><span style=\"color: #000080;\">2. \u00abIn her shoes\u00bb, pour le fonds <a href=\"http:\/\/cibcrunforthecure.supportcbcf.com\/site\/PageServer?pagename=RUN_2015_homepage\">CIBC Run for the Cure<\/a>, de l&rsquo;agence <a href=\"http:\/\/www.cundari.com\/\">Cundari<\/a>.\u00a0<\/span><\/strong><\/p>\n<p>Selon Lance Martin, d&rsquo;Union, cette campagne a de bonnes chances d&rsquo;obtenir un Lion : \u00ab<em>l&rsquo;absence de dialogue permet \u00e0 tous les membres de jury de comprendre cette publicit\u00e9, qui touchera donc un maximum de personnes<\/em>\u00bb.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/5eahGwZ9VLA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong><span style=\"color: #000080;\">3. \u00abKids read mean tweets\u00bb, pour le <a href=\"http:\/\/canadiansafeschools.com\/\">Canadian Safe School Network<\/a>, de l&rsquo;agence <a href=\"http:\/\/www.johnst.com\/fr\/\">John St<\/a>.\u00a0<\/span><\/strong><\/p>\n<p>Nous vous en avions <a href=\"http:\/\/isarta.com\/infos\/?p=15783\">parl\u00e9 \u00e0 sa sortie<\/a>. Cette campagne, selon Lance Martin, peut ne pas \u00eatre comprise par ceux qui ne sont pas familiers avec l&rsquo;\u00e9mission de Jimmy Kimmel et notamment la section de laquelle s&rsquo;inspire la publicit\u00e9, \u00abCelebrities read mean tweets\u00bb. Il y a selon lui un risque de passer \u00e0 c\u00f4t\u00e9 du message, pourtant puissant.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/2f_kavukuKI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong><span style=\"color: #000080;\">4. \u00ab#LikeAGril\u00bb, pour <a href=\"http:\/\/always.com\/en-us\">Always<\/a>, de <a href=\"http:\/\/www.leoburnett.ca\/\">Leo Burnett<\/a>.\u00a0<\/span><\/strong><\/p>\n<p>On ne pr\u00e9sente plus cette campagne qui a d\u00e9j\u00e0 \u00e9t\u00e9 largement salu\u00e9e par le public et les professionnels. Selon l&rsquo;ancienne membre du jury des Lions Lara Palmer, directrice de cr\u00e9ation chez\u00a0Lara Palmer Advertising Creative, il y a fort \u00e0 parier que cette publicit\u00e9 recevra un prix \u00e0 Cannes, un Lion d&rsquo;Or ou un Grand Prix.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/XjJQBjWYDTs\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong><span style=\"color: #000080;\">5. \u00abSevered thumb drives\u00bb, pour\u00a0<a href=\"http:\/\/justinpoulsen.com\/albums\/thumbspromo\/\">Justin Poulsen<\/a>, de l&rsquo;agence <a href=\"http:\/\/rethinkcanada.com\/\">Rethink<\/a>.<\/span><\/strong><\/p>\n<p>Un pouce sectionn\u00e9 en guide de cl\u00e9 USB ? C&rsquo;est l&rsquo;id\u00e9e de Rethink pour promouvoir le travail du photographe Justin Poulsen. Pour Lance Martin, cette publicit\u00e9 est int\u00e9ressante car elle va au-del\u00e0 de la photographie : \u00ab<em>elle est ludique et elle attire l&rsquo;attention, mais le jeu de mot \u00e0 la base du concept (thumb drive, la traduction anglaise de cl\u00e9 USB) peut ne pas \u00eatre compris par tous et c&rsquo;est alors le concept dans son ensemble qui peut ne pas \u00eatre compris<\/em>\u00bb.<\/p>\n<p><a href=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/06\/Poulsen1.jpg\"><img loading=\"lazy\" class=\"aligncenter wp-image-19727 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/06\/Poulsen1-1024x512.jpg\" alt=\"Poulsen1\" width=\"658\" height=\"329\" \/><\/a><\/p>\n<p><strong>Retrouvez l&rsquo;int\u00e9gralit\u00e9 des avis d&rsquo;anciens membres du jury des Lions de Cannes <a href=\"http:\/\/www.marketingmag.ca\/advertising\/canada-in-cannes-the-judges-view-145723\">ici<\/a> (article en anglais).\u00a0<\/strong><\/p>\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_19726\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lions-de-cannes-2015-les-canadiens-misent-sur-lemotion\/\"  data-item_title=\"Publicit\u00e9 - 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