{"id":98115,"date":"2023-02-08T06:56:20","date_gmt":"2023-02-08T11:56:20","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=98115"},"modified":"2023-02-08T06:56:23","modified_gmt":"2023-02-08T11:56:23","slug":"cossette-signe-la-nouvelle-campagne-de-naitre-et-grandir","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/cossette-signe-la-nouvelle-campagne-de-naitre-et-grandir\/","title":{"rendered":"Cossette signe la nouvelle campagne de Na\u00eetre et grandir"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"511\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2023\/02\/cossette-1024x511.jpeg\" alt=\"\" class=\"wp-image-98116\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2023\/02\/cossette-1024x511.jpeg 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2023\/02\/cossette-300x150.jpeg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2023\/02\/cossette-768x384.jpeg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2023\/02\/cossette-1536x767.jpeg 1536w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2023\/02\/cossette.jpeg 1778w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p><strong>La publicit\u00e9 s\u2019adresse aux nouveaux parents et amorce un changement de ton pour la marque, qui souhaite se positionner davantage sur les enjeux li\u00e9s \u00e0 la parentalit\u00e9.\u00a0<\/strong><\/p>\n<blockquote class=\"wp-block-quote\">\n<p>La pression li\u00e9e au r\u00f4le de parent est plus pr\u00e9sente que jamais. Qui a les meilleures interventions \u00e9ducatives? Qui fait les repas les plus \u00e9quilibr\u00e9s? Qui est le plus \u00e9colo? Cette comp\u00e9tition subtile et insidieuse exacerb\u00e9e par les m\u00e9dias sociaux et la soci\u00e9t\u00e9 de performance contribue \u00e0 la culpabilit\u00e9 parentale et pose un risque pour la sant\u00e9 mentale. Nous voulions faire baisser la pression d\u2019un cran pour les parents, qui font souvent face \u00e0 des standards d\u00e9mesur\u00e9s. M\u00eame si les autres parents ont des styles, des valeurs et des croyances diff\u00e9rents des n\u00f4tres, cela n\u2019en fait pas de moins bons parents\u00a0\u00bb, affirme La\u00ebtitia Parriaux, gestionnaire des campagnes chez Na\u00eetre et grandir.\u00a0<\/p>\n<\/blockquote>\n<p>Cossette a donc r\u00e9alis\u00e9e une campagne en collaboration avec Nova Film pour d\u00e9montrer l\u2019absurdit\u00e9 de cette comp\u00e9tition parentale en exag\u00e9rant le ph\u00e9nom\u00e8ne de \u00ab parents gonflables\u00a0\u00bb.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Parents gonflables\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/OJzH-nPeaCw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>Le message, qui se d\u00e9cline \u00e0 la t\u00e9l\u00e9vision et sur le web, conserve ainsi une tonalit\u00e9 bienveillante profond\u00e9ment ancr\u00e9e dans l\u2019ADN de la marque, tout en \u00e9tant engag\u00e9e et humoristique. Bien accueillie par les parents, la campagne a d\u00e9j\u00e0 cumul\u00e9 plus de 2M de vues et plus de 30 000 interactions sur les plateformes sociales.\u00a0\u00a0<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Un <em>insight <\/em>fort, ancr\u00e9 dans le contexte actuel, \u00e9tait essentiel pour que les parents se sentent interpell\u00e9s. La surench\u00e8re exag\u00e9r\u00e9e du concept met le doigt sur le bobo, tout en ne visant pas un type de parent en particulier. C\u2019est ce qui fait que tous les parents se reconnaissent et reconnaissent leurs proches\u00a0\u00bb, explique Richard Rochette-Villeneuve, directeur de cr\u00e9ation chez Cossette.\u00a0<\/p>\n<\/blockquote>\n<p>Les principaux sujets li\u00e9s \u00e0 la parentalit\u00e9 sont abord\u00e9s : l\u2019allaitement, l\u2019alimentation, les \u00e9crans, la parentalit\u00e9 positive, les techniques du sommeil. Ces th\u00e8mes font d\u00e9bat et g\u00e9n\u00e8rent \u00e9norm\u00e9ment de contenus sur les m\u00e9dias sociaux. \u00ab \u00catre parent, ce n\u2019est pas une comp\u00e9tition\u00a0\u00bb, peut-on lire \u00e0 la fin du message. Na\u00eetre et grandir encourage donc les parents et les futurs parents \u00e0 se fier \u00e0 leur instinct parental, tout en les \u00e9paulant en leur offrant des contenus pertinents ainsi que de l\u2019information fiable et d\u00e9nu\u00e9e de jugement.<\/p>\n<p><strong>Cr\u00e9dits<\/strong><\/p>\n<p>Annonceur : Na\u00eetre et grandir (Fondation Lucie et Andr\u00e9 Chagnon)<\/p>\n<p>Client(e)s: La\u00ebtitia Parriaux, Genevi\u00e8ve Doray<\/p>\n<p>Agence : Cossette<\/p>\n<p>Cr\u00e9ation : Richard Rochette-Villeneuve, Zo\u00e9 Forest Paradis, Jasmin Brochu, \u00c9ric Charron<\/p>\n<p>Strat\u00e9gie : R\u00e9mi Charpentier<\/p>\n<p>Produit : Pierre-Antoine Lavoie, Katharina Gaudreau<\/p>\n<p>Production d\u2019agence : Septi\u00e8me &#8211; Joannie Roy<\/p>\n<p>Production num\u00e9rique : Mario L\u00e9vesque<\/p>\n<p>Infographie et retouche : Jos\u00e9e L\u00e9vesque, Daniel Cartier<\/p>\n<p>Animation : Annie Turcotte<\/p>\n<p>Agence m\u00e9dia : Cossette M\u00e9dia<\/p>\n<p>Planification m\u00e9dia : Am\u00e9lie Lemieux<\/p>\n<p>Maison de production : Nova Film<\/p>\n<p>R\u00e9alisation : Pierre Dalp\u00e9<\/p>\n<p>Studio de son : Circonflex<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_98115\"  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\"  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qui souhaite se positionner davantage sur les enjeux li\u00e9s \u00e0 la parentalit\u00e9. <\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_98115\"  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\"  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