Luxe, Poésie, Evasion
Dans cette vidéo subtilement réalisée par We are flink pour Publicis 133, Paris se visite l’instant d’un rêve, une esquisse qui se dessine à l’aide d’une technique ancestrale chinoise, le Janzhi (papiers découpés).
“Lancôme vous invite à partager un moment de bonheur”
Nous retrouvons dans cette vidéo les valeurs et les codes associés au luxe : la vidéo débute par l’art narratif, avec une Calligraphie étudiée qui rappelle la poésie et le conte, on retrouve ensuite tout au long la notion de rêve, de l’évasion qui n’a qu’un temps. Le temps est une valeur qui appartient au luxe. Paris y est sublimé pour renforcer l’image de prestige et de haute-couture de la capitale. Le livre qui s’ouvre apparaît alors comme un moment privilégié auquel Lancôme nous invite.
Le choix des couleurs n’est pas anodin : le blanc représente le luxe, la pureté et la lumière associé à Paris et plus précisément Lancôme (transfert de valeurs), le rouge quant à lui symbolise la Chine, couleur du bonheur.
Annonceur : Lancôme
Agence : Publicis 133
Réalisateur : We are Flinck
Maison de production : Dizzy Productions
After the first presentation, we make a quick brief between us in order to evaluate our work compared to the other group work’ presentations. We noticed that we were the only group who had focused down the presentation on Integrated Marketing Communication. We also discuss about our public speaking (Iris, me and Adja made the presentation). Indeed, as we are studying communication, is really important to improve oursleves in public speaking , for this reason the team gives their point of view on our prestation. For my part, I should have shadedthe fact thas TV advertising are not that successfull anymore.
The day following the presentation we started searching for a agency’name as well as for a slogan.
Among the first of them :
-Reflections Agency – “We are what you want”..or…”We reflect what you need”
– Step Up Agency – “We are one step ahead”…or…”A step above the rest” (Temi’s ideas)
– CCNFEV Agency , our expertise from all over the world for your projects (a compilation of all our respective countries, begining with the first letter)
– AZ agency, our expertise to handle your projects from A to Z (my ideas)
We also started thinking about the different role and their definition
– Account Director
: They’re the people responsible for overseeing the entire advertising process. From assisting the client in putting together the marketing strategy, through to writing the brief and overseeing the production of the finished advertisements.
==> need for consistence, responsability, ability to bring people and ideas together, working with independance
– Creative Director/s
: Creative directors manage the creative department at an ad agency, including designers, graphic artists, photographers and copywriters. They are responsible for all the creative work that goes into ad campaigns and other advertising services.
==> need for imagination, creativity, skills in different tools such as Photoshop, Adobe Premiere etc
: Copywriters are responsible for generating the words, slogans and audio scripts that accompany advertising visuals. The copywriter and art director are accountable for checking all the content being advertised is truthful and complies with codes of advertising practice.
=> need for a good spelling and language skills, sense of organization and coordination
Account planners set the communication strategy for advertising campaigns. They establish the goals and objectives, target audience, message and tone in which the campaign should be delivered. Planners define how a particular strategy can help a client add value to their business, and inspire creative teams to create advertisements in order to achieve this. They use research, trends and data on markets, consumers and culture to help them to do this.
==> need for coordination, organization, strategy skills, aptitutes for researchs but also creativity
Our next group meeting is planned on Thursday, 3th at 4.30 pm in order to start defining our roles.