{"id":5731,"date":"2024-07-30T07:03:00","date_gmt":"2024-07-30T07:03:00","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=5731"},"modified":"2024-11-15T17:25:31","modified_gmt":"2024-11-15T15:25:31","slug":"cannes-lions-artistic-director-candice-badin-explains-her-favorite-campaign","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/en\/the-sixth\/cannes-lions-artistic-director-candice-badin-explains-her-favorite-campaign\/","title":{"rendered":"Cannes Lions: Artistic Director Candice Badin explains her favorite campaign"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/en\/\">Home<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Explore<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">News<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Fen%2Fthe-sixth%2Fcannes-lions-artistic-director-candice-badin-explains-her-favorite-campaign%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-facebook\">\n                                                <use xlink:href=\"#icon-facebook\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                            <svg class=\"icon-share-white\">\n                                <use xlink:href=\"#icon-share-white\"><\/use>\n                            <\/svg>\n                        <\/div>\n                    <\/div>\n\n                    <div class=\"copy-url-part flex gap-1 items-center cursor-pointer\">\n                        <p class=\"copy-label anim-ltr white\">\n                            Copy URL                        <\/p>\n                        <p class=\"copied-label anim-ltr white\">\n                             Copied                        <\/p>\n                        <svg class=\"icon-copy-white\">\n                            <use xlink:href=\"#icon-copy-white\"><\/use>\n                        <\/svg>\n                    <\/div>\n                <\/div>\n            <\/div>\n\n                            <h1 class=\"font-signifier text-[40px] leading-[44px] lg:text-[56px] lg:leading-[64px] mt-6 lg:mt-7 title\">\n                    <p>Cannes Lions: Artistic Director Candice Badin explains her favorite campaign<\/p>\n                <\/h1>\n            \n            <!-- Desktop -->\n            <div class=\"hidden lg:flex gap-6  text-[16px] leading-[20px] my-6   pb-[136px]\">\n                                    <span class=\"date\">\n                        24, July the 30th                    <\/span>\n                \n                <!-- Taxo reading-time  -->\n                                                            <div class=\"flex items-center gap-2 time\">\n                            <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                            <\/svg>\n                            1.5 min                        <\/div>\n                                    \n\n                                    <span class=\"author\">\n                        Candice Badin                    <\/span>\n                            <\/div>\n\n                    <\/div>\n\n            <!-- Mobile share modal -->\n            <div class=\"share-wrapper mobile-only flex gap-1 cursor-pointer relative mt-4 mb-2 items-center\">\n                <svg class=\"icon-share-white\">\n                    <use xlink:href=\"#icon-share-white\"><\/use>\n                <\/svg>\n                <p class=\"label\"> share <\/p>\n            <\/div>\n\n        <!-- <picture class=\"w-full h-auto lg:absolute opacity-0 lg:-bottom-[128px]\" -->\n        <div class=\"col-span-6 md:col-span-12 lg:col-[16_\/_span_8] py-6 lg:py-0\">\n                            <picture class=\"w-full h-auto\"\n                    style=\"\n                        mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-mask.svg);\n                        mask-repeat: no-repeat; mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-candice-badin-mobile.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-candice-badin-desktop.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-candice-badin-desktop.jpg\" alt=\"COVER-the-sixth-candice-badin-desktop\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    24, July the 30th                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        1.5 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Candice Badin                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <p>The use of gamification in communication is an attempt to capitalise on the engagement generated by games. However, simply extracting a mechanism from a video game and injecting it into a marketing strategy is not enough to recreate similar engagement, and most brands that venture into this area do so clumsily. With millions of people spending hours a day on video games, capturing the essence of this practice is an opportunity to penetrate people&#8217;s habits to create truly powerful experiences.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n<div id=\"block_cdcf61c6ab0cf041804b465da8409a0e\" class=\"cp-img teq-container    \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-6 md:col-span-20 md:col-start-3\">\n            <div class=\"img-wrapper relative\">\n\n                                    <picture class=\"width-100\">\n                        <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/illustration-cannes-lions-candice-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/illustration-cannes-lions-candice.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/illustration-cannes-lions-candice.jpg\" alt=\"illustration-cannes-lions-candice\" \/>\n                    <\/picture>\n                \n                \n            <\/div>\n                    <\/figure>\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <p>And who better to bring the game to life than an entertainment giant like Xbox. The <a href=\"https:\/\/www.youtube.com\/watch?v=elq83mERXv0\" target=\"_blank\" rel=\"noopener\">\u00ab The Everyday Tactician \u00bb<\/a> which won a Cannes Lions award, talks to players about what drives them deeply: passion, strategy, perseverance, analyzing and managing a situation, competitiveness, etc. To sum up the ingenious scheme, Xbox took the realism of the team management simulation game Football Manager 24 a step further by proposing to break down the boundaries of video games: one of the players would have the opportunity to become a real tactician for 5 months within the National League team Bromley FC. After several months of competition, it was Nathan Owolabi who got the job and proved the relevance of the whole scheme by helping Bromley to the best season in their history.<\/p>\n<p>It&#8217;s a fine demonstration of the impact that the virtual world can have on the real world, when very often the scenarios that intertwine these two universes give rise to dystopian visions. Xbox&#8217;s treatment of the subject is totally positive. Beyond this success, the campaign gives the younger generation exactly what they want: it shows the success of a man who is recruited for his talent and passion. It was a bold gamble, but a fine demonstration of confidence, a notion we all want to rediscover in a society that sometimes loses it.<\/p>\n<p>Hats off to this deeply human campaign, which shines as much for its concept as for its 360\u00b0 execution.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>You will also<br \/>\nbe interested<\/p>\n            <\/div>\n        \n                                    \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-2 lg:mt-[72px] relative card\"  href=\"https:\/\/dusens.group\/en\/the-sixth\/cannes-lions-consulting-director-thibault-trehin-explains-his-favorite-campaign\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Explore                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Cannes Lions: Consulting Director Thibault Tr\u00e9hin explains his favorite campaign<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                1.5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-thib-the-sixth-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-thib-the-sixth-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-thib-the-sixth-desktop.jpg\"\n                                    alt=\"cover-thib-the-sixth-desktop\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/en\/the-sixth\/cannes-lions-marion-bouvet-junior-project-manager-decipher-her-favorite-campaign\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Explore                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Cannes Lions: Junior Project Manager, Marion Bouvet, explains her favorite campaign<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                1.5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-cannes-lions-marion-bouvet-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-cannes-lions-marion-bouvet-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-cannes-lions-marion-bouvet-desktop.jpg\"\n                                    alt=\"COVER-cannes-lions-marion-bouvet-desktop\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-[18_\/_span_6] lg:mt-[-130px] relative card\"  href=\"https:\/\/dusens.group\/en\/the-sixth\/in-the-eye-of-strategic-planning-a-look-back-at-trends-at-cannes-lions-2024\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Impact                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>In the eye of strategic planning, a look back at trends at Cannes Lions 2024<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg\"\n                                    alt=\"COVER-the-sixth-dans-oeil-planning-desktop\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                        <\/div>\n     \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"template":"","format":[161],"themes":[166],"reading-time":[324],"class_list":["post-5731","the-sixth","type-the-sixth","status-publish","hentry","format-news","themes-explore","reading-time-1-min-30-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The use of gamification in communication- 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