{"id":60239,"date":"2018-11-05T12:00:28","date_gmt":"2018-11-05T17:00:28","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=60239"},"modified":"2018-11-02T17:48:44","modified_gmt":"2018-11-02T21:48:44","slug":"de-facto-concocte-avec-publicis-un-philtre-amoureux-pour-parler-aux-jeunes","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/de-facto-concocte-avec-publicis-un-philtre-amoureux-pour-parler-aux-jeunes\/","title":{"rendered":"De Facto concocte avec Publicis un philtre amoureux pour parler aux jeunes  \u00a0"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"aligncenter wp-image-60242\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/11\/RSE_181000_AfficheFille_FR_36x24-300x201.jpg\" alt=\"\" width=\"796\" height=\"533\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/11\/RSE_181000_AfficheFille_FR_36x24-300x201.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/11\/RSE_181000_AfficheFille_FR_36x24-768x514.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/11\/RSE_181000_AfficheFille_FR_36x24-1024x686.jpg 1024w\" sizes=\"(max-width: 796px) 100vw, 796px\" \/><\/p>\n<p><span style=\"color: #999999; font-size: 12px;\">5 novembre 2018<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\" style=\"color: #000080; font-size: 20px;\">Pour leur premi\u00e8re collaboration, De Facto et Publicis ont cr\u00e9\u00e9 une campagne contre la d\u00e9pendance \u00e0 la cigarette chez les jeunes de 17 \u00e0 25 ans.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Pour les jeunes, fumer, c\u2019est s\u2019affirmer et s\u2019imaginer qu\u2019ils ont le contr\u00f4le sur leur vie. Le mandat \u00e9tait donc de les sensibiliser au fait que, bien au contraire, c\u2019est plut\u00f4t l\u2019industrie du tabac qui contr\u00f4le le jeu avec des strat\u00e9gies visant \u00e0 cr\u00e9er une d\u00e9pendance \u00e0 ses produits.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Puisque cette cible se croit souvent invincible et n\u2019aime pas le ton moralisateur des campagnes soci\u00e9tales, Publicis a choisi de passer par un chemin inattendu, mais qui rejoint particuli\u00e8rement les jeunes de cet \u00e2ge\u00a0: les relations amoureuses. C\u2019est donc sous la th\u00e9matique \u00ab relation toxique \u00bb que la campagne met en lumi\u00e8re la puissance de la d\u00e9pendance \u00e0 la cigarette.\u00a0\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Dans un premier temps, on retrouve une s\u00e9rie d\u2019accroches, diffus\u00e9es sur les r\u00e9seaux sociaux, invitant les jeunes \u00e0 se poser des questions quant \u00e0 leurs relations et \u00e0 l\u2019impact de celles-ci sur leur entourage.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Une strat\u00e9gie de contenu a \u00e9galement \u00e9t\u00e9 d\u00e9velopp\u00e9e afin de mettre subtilement l\u2019accent sur le double sens que sous-tend le terme \u00ab\u00a0relation toxique\u00a0\u00bb. Puis, dans un deuxi\u00e8me temps, on l\u00e8ve le voile sur toute la v\u00e9rit\u00e9 derri\u00e8re cette op\u00e9ration gr\u00e2ce \u00e0 plusieurs petits indices diss\u00e9min\u00e9s dans un court film. Les messages font ainsi la lumi\u00e8re sur le c\u00f4t\u00e9 insidieux et sournois de la d\u00e9pendance \u00e0 la cigarette.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">\u00a0<\/span><\/p>\n<p class=\"p4\"><span class=\"s4\" style=\"color: #000080;\">CR\u00c9DITS<\/span><\/p>\n<ul>\n<li class=\"p2\"><span class=\"s1\">Annonceur\u00a0: De Facto \u2013 St\u00e9phane Boudreau, Andr\u00e9e-Anne Dionne-Emond, Julie Loiselle<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Agence\u00a0: Publicis<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Vice-pr\u00e9sidence, cr\u00e9ation\u00a0: Sylvain Dufresne<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Direction de cr\u00e9ation\u00a0: Mario Laberge<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Cr\u00e9ation\u00a0: \u00c9l\u00e9onore Hurtubise, \u00c9ric Bouchard<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Strat\u00e9gie\u00a0: Laurence Delwaide<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Service-conseil\u00a0: St\u00e9phanie Martin, F\u00e9lix Grenier, Paul-Andr\u00e9 House<\/span><\/li>\n<li class=\"p5\"><span class=\"s1\">Adaptation en anglais: James Viloria, Kristian Andersen<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">M\u00e9dia\u00a0: Spark \u2013 Natacha Lafleur<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Strat\u00e9gie et contenu num\u00e9rique\u00a0: Ariane Renaud-Br\u00fbl\u00e9<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Production agence\u00a0: Ren\u00e9e S\u00e9guin<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Production\u00a0: 4zero1 \u2013 Simon Corriveau<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">R\u00e9alisation\u00a0: Mathieu Grimard<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Direction photo\u00a0: Dereck Branscombe<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Postproduction\u00a0: Vid\u00e9o Nerve<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Montage\u00a0: Mathieu Grimard, Charles-Louis Thibault<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Colorisation, on-line\u00a0: Dominique Bellet\u00eate\u00a0<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Son\u00a0: Alexandre Wang-Legentil<\/span><\/li>\n<li class=\"p2\"><span class=\"s1\">Musique\u00a0: Cult Nation Jean-David Perron \/ Cri<\/span><\/li>\n<li class=\"p5\"><span class=\"s1\">Production Photo\u00a0: Rodeo Production \u2013 Nicolas Chabot<\/span><\/li>\n<li class=\"p5\"><span class=\"s1\">Photographie : Alain Desjean<\/span><\/li>\n<\/ul>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_60239\"  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\"  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