{"id":25638,"date":"2018-01-09T08:32:11","date_gmt":"2018-01-09T08:32:11","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25638"},"modified":"2018-01-09T08:32:11","modified_gmt":"2018-01-09T08:32:11","slug":"creatifs-a-vos-crayons","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/creatifs-a-vos-crayons\/","title":{"rendered":"Cr\u00e9atifs, \u00e0 vos crayons !"},"content":{"rendered":"

Frank Tapiro<\/strong> est le Pr\u00e9sident fondateur d\u2019H\u00e9misph\u00e8re droit\u00a0<\/a>; il lance un grand concours de cr\u00e9ation d\u2019affiches un peu particulier \u2026<\/p>\n

MarketingIsDead\u00a0:<\/strong> Pourquoi cet int\u00e9r\u00eat pour l\u2019image fixe \u00e0 l\u2019heure o\u00f9 on ne parle que de vid\u00e9o et de buzz, de viralit\u00e9 ?<\/em><\/p>\n

Frank Tapiro\u00a0: <\/strong>A l\u2019heure o\u00f9 tout le monde ne parle que de viralit\u00e9, de buzz et de vid\u00e9o, je voulais proposer aux cr\u00e9atifs de revenir \u00e0 la base du m\u00e9tier de publicitaire qui cr\u00e9ait le buzz avant m\u00eame qu\u2019internet existe, la 4×3. C\u2019est l\u2019exercice le plus difficile car il doit r\u00e9sumer en une image et une phrase toute une strat\u00e9gie, une marque, un produit, une id\u00e9e, un message.<\/p>\n

\"\"<\/a>Tout le monde peut \u00e9crire un bon spot ou trouver une bonne id\u00e9e virale car la vid\u00e9o vous donne du temps. L\u2019affiche impose une instantan\u00e9it\u00e9 et un \u00ab\u00a0<\/em>Stopping Power<\/em>\u00a0\u00bb<\/em> unique et efficace. C\u2019est tr\u00e8s difficile de faire court et simple. C\u2019est aussi le support le plus simple \u00e0 utiliser pour les cr\u00e9atifs car il ne n\u00e9cessite pas de moyens de production trop sophistiqu\u00e9.<\/p>\n

MarketingIsDead\u00a0: <\/strong>Marques et m\u00e9dias seront exclus du jury : il font pas trop la t\u00eate ? <\/em><\/p>\n

Frank Tapiro\u00a0: <\/strong>Les annonceurs sont les partenaires et sponsors de ce laboratoire cr\u00e9atif et c\u2019est une excellente nouvelle. Les annonceurs doivent en effet devenir les premiers promoteurs de la cr\u00e9ativit\u00e9 pour pousser les cr\u00e9atifs \u00e0 encore plus d\u2019audace et de prise de risques.<\/p>\n

Cela fait 30 ans que j\u2019entends les publicitaires se plaindre du manque d\u2019audace des annonceurs et les annonceurs se plaindre de la non prise en compte des probl\u00e9matiques business d\u2019une marque. Ce labo est un outil qui doit mettre tout le monde d\u2019accord. En acceptant de voir leurs marques servir de terrain de jeu cr\u00e9atif, les annonceurs font une d\u00e9monstration de confiance vis \u00e0 vis des cr\u00e9atifs, lib\u00e9r\u00e9s de toute contrainte et de brief, mais devant respecter l\u2019ADN de la marque et le public.<\/p>\n

Voil\u00e0 pourquoi l\u2019ARPP fera partie du jury. Annonceurs et agences ne font pas partie du jury pour \u00e9viter les r\u00e9flexes et les conventions corporatistes. Cela permettra aussi \u00e0 d\u2019autres talents plus iconoclastes d\u2019\u00e9merger, parmi les \u00e9tudiants ou les artistes qui voudront y participer. Les membres du jury y seront des stars cr\u00e9atifs dans d\u2019autres domaines, \u00e9crivains, philosophes, musiciens, r\u00e9alisateurs de films, com\u00e9diens \u2026<\/p>\n

Comment faire la t\u00eate quand on vous propose de cr\u00e9er des affiches sans la validation des annonceurs et de voir les meilleurs travaux expos\u00e9s\u00a0? Ce laboratoire cr\u00e9atif doit \u00eatre une f\u00eate de la cr\u00e9ativit\u00e9 sans fronti\u00e8res, une invitation \u00e0 prendre des risques et \u00e0 voir son audace c\u00e9l\u00e9br\u00e9e et affich\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"

Frank Tapiro est le Pr\u00e9sident fondateur d\u2019H\u00e9misph\u00e8re droit\u00a0; il lance un grand concours de cr\u00e9ation d\u2019affiches un peu particulier \u2026 MarketingIsDead\u00a0: Pourquoi cet int\u00e9r\u00eat pour l\u2019image fixe \u00e0 l\u2019heure o\u00f9 on ne parle que de vid\u00e9o et de buzz, de viralit\u00e9 ? Frank Tapiro\u00a0: A…<\/p>\n","protected":false},"author":2,"featured_media":25639,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[319,318],"yoast_head":"\nCr\u00e9atifs, \u00e0 vos crayons ! - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/creatifs-a-vos-crayons\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cr\u00e9atifs, \u00e0 vos crayons ! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Frank Tapiro est le Pr\u00e9sident fondateur d\u2019H\u00e9misph\u00e8re droit\u00a0; il lance un grand concours de cr\u00e9ation d\u2019affiches un peu particulier \u2026 MarketingIsDead\u00a0: Pourquoi cet int\u00e9r\u00eat pour l\u2019image fixe \u00e0 l\u2019heure o\u00f9 on ne parle que de vid\u00e9o et de buzz, de viralit\u00e9 ? 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