{"id":55752,"date":"2018-06-05T11:00:05","date_gmt":"2018-06-05T15:00:05","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=55752"},"modified":"2018-06-05T11:09:12","modified_gmt":"2018-06-05T15:09:12","slug":"bleublancrouge-phd-et-substance-signe-une-campagne-hyper-contextuelle-pour-sico","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/bleublancrouge-phd-et-substance-signe-une-campagne-hyper-contextuelle-pour-sico\/","title":{"rendered":"Bleublancrouge, PHD et Substance signe une campagne hyper contextuelle pour Sico"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"aligncenter  wp-image-55753\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-300x121.png\" alt=\"\" width=\"697\" height=\"281\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-300x121.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-768x309.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-1024x412.png 1024w\" sizes=\"(max-width: 697px) 100vw, 697px\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 12px; color: #999999;\">5\u00a0juin\u00a02018<\/span><\/p>\n<p><span style=\"color: #000080; font-size: 20px;\">La marque de peinture Sico affiche fi\u00e8rement<span class=\"s1\">\u00a0ses racines qu\u00e9b\u00e9coises et du lien fort qu\u2019elle entretient avec les gens d\u2019ici, depuis plus de 80\u00a0ans, dans sa nouvelle campagne hyper contextuelle sign\u00e9e <a href=\"https:\/\/bleublancrouge.us3.list-manage.com\/track\/click?u=56fb32de55a4cf8ab5303c62e&amp;id=15f8bcba23&amp;e=4fd6d08b23\"><span class=\"s2\"><span style=\"color: #3366ff;\">Bleublancrouge<\/span><\/span><\/a> (cr\u00e9ation et production), <a href=\"https:\/\/bleublancrouge.us3.list-manage.com\/track\/click?u=56fb32de55a4cf8ab5303c62e&amp;id=3f2a257c00&amp;e=4fd6d08b23\"><span class=\"s2\"><span style=\"color: #3366ff;\">PHD<\/span><\/span><\/a> (m\u00e9dia) et <a href=\"https:\/\/bleublancrouge.us3.list-manage.com\/track\/click?u=56fb32de55a4cf8ab5303c62e&amp;id=90ccaa8922&amp;e=4fd6d08b23\"><span class=\"s2\"><span style=\"color: #3366ff;\">Substance<\/span><\/span><\/a> (contenus num\u00e9riques).<\/span><\/span><\/p>\n<p><span class=\"s1\">Celle-ci prend la forme d\u2019un vibrant hommage \u00e0 la riche mosa\u00efque culturelle du Qu\u00e9bec, qui s\u2019exprime clairement par sa signature\u00a0: <b>Affichons nos couleurs<\/b>.<\/span><\/p>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 16px;\">Si nous sommes la marque de peinture chouchou des Qu\u00e9b\u00e9cois et Qu\u00e9b\u00e9coises, c\u2019est parce que nous ch\u00e9rissons la relation qui nous lie aux gens, aux endroits et aux cr\u00e9ateurs d\u2019ici\u00a0\u00bb, soutient Myl\u00e8ne G\u00e9vry, directrice marketing principale chez Sico, une marque de PPG, \u00ab\u00a0Notre fiert\u00e9 de nos racines qu\u00e9b\u00e9coises nous a donn\u00e9 envie de c\u00e9l\u00e9brer la grande richesse de notre culture color\u00e9e.\u00a0\u00bb<\/span><\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/9mfZvWSZr1A\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p3\"><span class=\"s1\">En puisant des r\u00e9f\u00e9rences \u00e0 m\u00eame ce riche bagage culturel, Sico a fait plus de <b>150\u00a0clins d\u2019\u0153il color\u00e9s<\/b> \u00e0 la culture qu\u00e9b\u00e9coise, diss\u00e9min\u00e9s aux quatre coins du Qu\u00e9bec. Autant du c\u00f4t\u00e9 num\u00e9rique que de l\u2019affichage plus traditionnel, chaque r\u00e9f\u00e9rence \u00e0 une couleur \u00e9tait soigneusement contextualis\u00e9e, et la mention de la couleur remplac\u00e9e par une teinte tir\u00e9e de la palette de Sico.<\/span><\/p>\n<blockquote>\n<p class=\"p2\"><span style=\"font-size: 16px;\"><span class=\"s1\">Il s\u2019agit d\u2019un grand travail de collaboration qui nous a tous enchant\u00e9s d\u00e8s le d\u00e9part, affirme Mich\u00e8le Duchesneau, superviseure strat\u00e9gie chez PHD. Tout \u00e9tait bas\u00e9 sur l\u2019authenticit\u00e9 et le d\u00e9sir de susciter l\u2019\u00e9motion chez les Qu\u00e9b\u00e9cois, ce qui nous a pouss\u00e9s \u00e0 cr\u00e9er une strat\u00e9gie orient\u00e9e vers des contextes sp\u00e9cifiques et cr\u00e9atifs plut\u00f4t qu\u2019un nombre de vues.\u00a0\u00bb<\/span><\/span><\/p>\n<\/blockquote>\n<p><img loading=\"lazy\" class=\"aligncenter  wp-image-55754\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-1-300x148.png\" alt=\"\" width=\"677\" height=\"334\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-1-300x148.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-1.png 548w\" sizes=\"(max-width: 677px) 100vw, 677px\" \/><\/p>\n<p class=\"p2\"><span class=\"s1\">Ainsi, on a pu apercevoir les couleurs de Sico dans des <a href=\"http:\/\/www.idsico.ca\/article\/pour-moi-marie-carmen-c-est\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">titres de chansons<\/span><\/a> devant des salles de spectacles, des titres de films au cin\u00e9ma et des titres d\u2019\u0153uvres litt\u00e9raires dans des librairies. Des noms d\u2019animaux color\u00e9s ont \u00e9t\u00e9 affich\u00e9s dans la for\u00eat pr\u00e8s de terrains camping et \u00e0 bord de bateaux de croisi\u00e8re sillonnant le Saint-Laurent.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Des visuels ont \u00e9galement \u00e9t\u00e9 plac\u00e9s sur des panneaux d\u2019autoroute pr\u00e8s de villes dont le nom contient une couleur, et d\u2019autres aux abords <a href=\"http:\/\/www.idsico.ca\/article\/l-orange-julep-le-madrid-de-montreal\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">d\u2019\u00e9tablissements dont l\u2019identit\u00e9 renvoie \u00e0 une couleur<\/span><\/a>.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter  wp-image-55755\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-2.png\" alt=\"\" width=\"377\" height=\"436\" \/><\/p>\n<p class=\"p3\"><span class=\"s1\">Sur le web, le m\u00eame jeu de placement hyper contextuel s\u2019est poursuivi, par exemple avec des banni\u00e8res g\u00e9olocalis\u00e9es dont les r\u00e9f\u00e9rences \u00e9taient en lien direct <a href=\"http:\/\/www.idsico.ca\/article\/retour-aux-sources-a-la-riviere-jaune\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">avec la r\u00e9gion cibl\u00e9e<\/span><\/a>.<\/span><\/p>\n<blockquote>\n<p class=\"p2\"><span class=\"s1\" style=\"font-size: 16px;\">Au fond, cet hommage est une mani\u00e8re de dire aux Qu\u00e9b\u00e9cois et Qu\u00e9b\u00e9coises que nous les comprenons, parce que nous sommes des gens d\u2019ici, nous aussi\u00a0\u00bb, souligne Dominique P\u00e9pin, directrice marketing principale, peinture, chez PPG. \u00ab\u00a0Il s\u2019agit d\u2019une fa\u00e7on de c\u00e9l\u00e9brer notre fiert\u00e9 d\u2019une mani\u00e8re faite sur mesure pour le Qu\u00e9bec.\u00a0\u00bb<\/span><\/p>\n<\/blockquote>\n<p class=\"p2\"><span class=\"s1\">\u00a0<img loading=\"lazy\" class=\"aligncenter  wp-image-55756\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico3-.png\" alt=\"\" width=\"420\" height=\"491\" \/><\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">La campagne se poursuivra en juin, partout au Qu\u00e9bec.<\/span><\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_55752\"  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\/bleublancrouge-phd-et-substance-signe-une-campagne-hyper-contextuelle-pour-sico\/\"  data-item_title=\"Bleublancrouge, PHD et Substance signe une campagne hyper contextuelle pour Sico\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/06\/sico-1024x412.png\"  data-item_date=\"2018-06-05T11:00:05-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La marque de peinture Sico affiche fi\u00e8rement\u00a0ses racines qu\u00e9b\u00e9coises et du lien fort qu\u2019elle entretient avec les gens d\u2019ici, depuis plus de 80\u00a0ans, dans sa nouvelle campagne hyper contextuelle sign\u00e9e Bleublancrouge (cr\u00e9ation et production), PHD (m\u00e9dia) et Substance (contenus num\u00e9riques).<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_55752\"  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\"  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