{"id":5656,"date":"2024-07-16T07:48:00","date_gmt":"2024-07-16T07:48:00","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=5656"},"modified":"2024-11-15T16:40:41","modified_gmt":"2024-11-15T14:40:41","slug":"dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/","title":{"rendered":"Dans l\u2019oeil du planning strat, retour sur les tendances des Cannes Lions 2024"},"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\/fr\/\">Accueil<\/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 \">Impact<\/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%2Ffr%2Fthe-sixth%2Fdans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-x\">\n                                                <use xlink:href=\"#icon-x\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                        <a  href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-linkedin\">\n                                                <use xlink:href=\"#icon-linkedin\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                        <a  href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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                            Copier l&rsquo;URL                        <\/p>\n                        <p class=\"copied-label anim-ltr white\">\n                             Copi\u00e9e !                        <\/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>Dans l\u2019oeil du planning strat, retour sur les tendances des Cannes Lions 2024<\/p>\n                <\/h1>\n            \n            <!-- Desktop -->\n            <div class=\"hidden lg:flex gap-6  text-[16px] leading-[20px] my-6  \">\n                                    <span class=\"date\">\n                        16 juillet 2024                    <\/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                            5 min                        <\/div>\n                                    \n\n                                    <span class=\"author\">\n                        In\u00e8s Guigue &amp; Margaux Caillaud                    <\/span>\n                            <\/div>\n\n                            <div class=\"description text-base lg:text-[20px] leading-[26px] lg:leading-[32px] font-soehne mt-6 lg:mt-0\">\n                    <p>Chez Dusens group, nous avons pour habitude d\u2019analyser les cr\u00e9ations pr\u00e9sent\u00e9es pour inspirer nos collaborateurs lors d\u2019une session interne de \u201cTeam Learning\u201d. In\u00e8s Guigue et Margaux Caillaud, planneuses strat\u00e9giques, d\u00e9cryptent pour vous trois tendances phares qui montrent le chemin vers la publicit\u00e9 de demain.<\/p>\n                <\/div>\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\"> partager <\/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-dans-oeil-planning-mobile.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg\" alt=\"COVER-the-sixth-dans-oeil-planning-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                    16 juillet 2024                <\/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                        5 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    In\u00e8s Guigue &amp; Margaux Caillaud                <\/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-7 lg:col-start-3 mb-6 lg:mb-0\">\n                                                                <div class=\"w-full mb-6 lg:mb-0\">\n                                \n<div class=\"cp-key-number bg-dazzling p-6 text-dark\" style=\"mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-bottom-mask.png); mask-repeat: no-repeat; mask-size: 100% auto;\">\n\n    \n            <div class=\"text-[24px] leading-[31px] font-semibold font-soehne\">\n             Plus que jamais, la communication tient un r\u00f4le primordial dans les transformations profondes de notre soci\u00e9t\u00e9.         <\/div>\n    \n    <\/div>                        <\/div>\n                                    <\/div>\n                                    <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-12 \">\n                        <div class=\"sixth-wyswiwyg\">\n                            <p>Cette ann\u00e9e encore, les Cannes Lions sont au c\u0153ur des discussions de tous les amateurs de publicit\u00e9s, de belles cr\u00e9as et d\u2019insights qui vous touchent en plein c\u0153ur. Chez Dusens group, nous avons pour habitude d\u2019analyser les cr\u00e9ations pr\u00e9sent\u00e9es pour inspirer nos collaborateurs lors d\u2019une session interne de \u201cTeam Learning\u201d. In\u00e8s Guigue et Margaux Caillaud, planneuses strat\u00e9giques, d\u00e9cryptent pour vous trois tendances phares qui montrent le chemin vers la publicit\u00e9 de demain.<\/p>\n<h2>D<strong>ivertissement : entre fantasme et r\u00e9alit\u00e9<\/strong><\/h2>\n<p>Dans une soci\u00e9t\u00e9 de plus en plus impact\u00e9e par les crises \u00e9conomiques, sociales, environnementales et g\u00e9opolitiques qui s&rsquo;encha\u00eenent, une ambiance anxiog\u00e8ne et pesante semble malheureusement s&rsquo;installer dans les esprits et les comportements de la population.<\/p>\n<p>Face \u00e0 ce climat morose, nous assistons \u00e0 une dualit\u00e9 dans les pratiques de divertissement et d&rsquo;expression artistique au travers de la communication. D&rsquo;un c\u00f4t\u00e9, il y a un besoin de s&rsquo;amuser, de rire, de faire preuve d&rsquo;humour pour se d\u00e9tourner temporairement de nos nombreuses pr\u00e9occupations quotidiennes. Cela permet de s&rsquo;\u00e9vader, de se ressourcer et de garder le moral.<\/p>\n<p>Mais d&rsquo;un autre c\u00f4t\u00e9, il existe aussi une volont\u00e9 de ne pas occulter compl\u00e8tement la r\u00e9alit\u00e9, de la montrer dans toute sa complexit\u00e9, dans l&rsquo;espoir de toucher le public d&rsquo;une mani\u00e8re plus personnelle et universelle. Cette approche vise \u00e0 rassembler les gens autour de th\u00e9matiques communes, \u00e0 susciter la r\u00e9flexion et \u00e0 favoriser une prise de conscience collective face aux d\u00e9fis actuels.<\/p>\n<p>Ainsi, le divertissement se doit aujourd&rsquo;hui de trouver cet \u00e9quilibre subtil entre rire et \u00e9motion, afin de r\u00e9pondre \u00e0 ces besoins contradictoires mais compl\u00e9mentaires de la soci\u00e9t\u00e9. C&rsquo;est dans cette dualit\u00e9 que r\u00e9side peut-\u00eatre la cl\u00e9 pour traverser cette p\u00e9riode troubl\u00e9e avec plus de s\u00e9r\u00e9nit\u00e9 et de coh\u00e9sion sociale.<\/p>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n                <\/div>\n\n<div id=\"block_36d12c9050e0e1a25f2e02e4fe7b4a1c\" 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\/Image-the-sixth-dans-oeil-planning-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/Image-the-sixth-dans-oeil-planning-desktop.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/Image-the-sixth-dans-oeil-planning-desktop.jpg\" alt=\"Image-the-sixth-dans-oeil-planning-desktop\" \/>\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                            <h2>L\u2019homme et la machine<\/h2>\n<p>L&rsquo;ann\u00e9e derni\u00e8re, tous les regards semblaient ax\u00e9s sur les campagnes publicitaires et m\u00e9diatiques qui mettaient fortement en avant les derni\u00e8res innovations technologiques en date. Entre les avanc\u00e9es fulgurantes de l&rsquo;intelligence artificielle, les promesses du web 3.0 et des mondes virtuels, ainsi que l&rsquo;engouement autour des NFTs, la place accord\u00e9e au \u00ab\u00a0r\u00e9el\u00a0\u00bb paraissait de plus en plus r\u00e9duite.<\/p>\n<p>Cette ann\u00e9e, nous avons toutefois pu remarquer que le design, au sens large des arts appliqu\u00e9s, a \u00e9t\u00e9 massivement r\u00e9compens\u00e9 et mis \u00e0 l&rsquo;honneur dans de nombreux domaines. Cette tendance traduit une volont\u00e9 de r\u00e9concilier l&rsquo;Homme et la machine, afin de laisser (re)na\u00eetre toutes les formes de cr\u00e9ativit\u00e9, d&rsquo;innovation et d&rsquo;expression artistique dans un rapport plus \u00e9quilibr\u00e9 entre les technologies et l&rsquo;essence m\u00eame de la cr\u00e9ativit\u00e9 humaine.<\/p>\n<p>En effet, le design, qu&rsquo;il s&rsquo;agisse de design produit, graphique, d&rsquo;interaction ou d&rsquo;exp\u00e9rience utilisateur, permet de replacer l&rsquo;\u00eatre humain au c\u0153ur des pr\u00e9occupations, en veillant \u00e0 rendre les outils et les interfaces les plus intuitifs, agr\u00e9ables et fonctionnels possible. Cela contribue ainsi \u00e0 une meilleure acceptation et appropriation des innovations technologiques par le plus grand nombre.<\/p>\n<h2>Acts not facts<\/h2>\n<p>Apr\u00e8s deux ann\u00e9es cons\u00e9cutives marqu\u00e9es par de nombreux discours engag\u00e9s, de vibrants manifestes et de promesses ambitieuses de la part des marques sur leurs engagements soci\u00e9taux et environnementaux, il semble d\u00e9sormais que la simple d\u00e9claration d&rsquo;intentions ne suffise plus.<\/p>\n<p>Nous entrons en effet dans une nouvelle \u00e8re que l&rsquo;on pourrait qualifier de \u00ab\u00a0post-purpose\u00a0\u00bb, o\u00f9 les entreprises doivent d\u00e9sormais incarner concr\u00e8tement leurs valeurs et leur raison d&rsquo;\u00eatre pour les prouver aupr\u00e8s de leurs publics et les rendre concr\u00e8tes. Il ne s&rsquo;agit plus seulement de communiquer sur ses engagements, mais bien de les mettre en pratique de mani\u00e8re coh\u00e9rente et p\u00e9renne, en accord avec leur mod\u00e8le \u00e9conomique et leurs activit\u00e9s.<\/p>\n<p>Ainsi, les campagnes de communication des marques se doivent d&rsquo;\u00eatre r\u00e9ellement utiles et b\u00e9n\u00e9fiques pour leurs cibles, au-del\u00e0 du simple effet d&rsquo;affichage ou de la recherche de la tendance du moment qui permet de gagner des prix. Il est d\u00e9sormais essentiel de rester fid\u00e8le \u00e0 son identit\u00e9, \u00e0 ses convictions et \u00e0 ce que l&rsquo;on est fondamentalement en tant qu&rsquo;entreprise, plut\u00f4t que de surfer sur des modes passag\u00e8res.<\/p>\n<p>Cette transition vers une approche plus authentique et engag\u00e9e dans la dur\u00e9e traduit une attente forte des consommateurs qui souhaitent voir les marques assumer pleinement leurs responsabilit\u00e9s.<\/p>\n<p>Avec ces trois tendances, nous avons voulu souligner le fait que la communication prend de plus en plus d\u2019ampleur en prouvant son impact sur le monde. Plus que jamais, la communication tient un r\u00f4le primordial dans les transformations profondes de notre soci\u00e9t\u00e9. Elle a le devoir d\u2019informer, de sensibiliser mais aussi d\u2019agir, et de faire agir, pour \u00e9voluer ensemble vers un avenir meilleur, pour tous.<\/p>\n<h2>Les coups de &lt;3 du planning strat<\/h2>\n<h3>Le coup de &lt;3 d\u2019Iris :<\/h3>\n<p>Quand la forme est au service du fond, la communication fr\u00f4le la perfection. C&rsquo;est le cas pour cette campagne d&rsquo;ONU Femmes qui, sous la forme de faire-parts de mariage r\u00e9dig\u00e9s par un enfant, glace le sang.<\/p>\n<p>Au Pakistan 21% des mariages concernent des filles \u00e2g\u00e9es de moins de 18 ans, ces cartes fictives adress\u00e9es aux l\u00e9gislateurs, avaient pour enjeu de les inciter \u00e0 adopter un projet de loi pour prot\u00e9ger les enfants contre les mariages forc\u00e9s.<\/p>\n<p>ONU Femmes, fortement engag\u00e9 sur le terrain, montre encore une fois sa d\u00e9termination \u00e0 changer les choses. C&rsquo;est pour cette raison que nous sommes particuli\u00e8rement fiers de les avoir accompagn\u00e9s pour leur campagne sur les JO 2024 !<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div class=\"cp-video teq-container     \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-24 md:col-span-20 md:col-start-3\">\n                                        <div id=\"player\"\n                     class=\"plyr__video-embed w-full\"\n                     data-plyr-provider=\"youtube\"\n                     data-plyr-config='{ \"youtube\": {controls: false} }'\n                     data-plyr-embed-id=\"G_dzr4SJqjY\"\n                     data-poster=\"\">\n                <\/div>\n                                                <\/figcaption>\n        <\/figure>\n    <\/div>\n     \n<\/div>\n\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                            <h3>Le coup de &lt;3 de Marjo :<\/h3>\n<p>En utilisant les espaces publicitaires vacants de Madrid pour afficher les posts Instagram de Marina Prieto, une dame \u00e2g\u00e9e inconnue de tous, sans logo ni appel \u00e0 l&rsquo;action, JCDecaux a cr\u00e9\u00e9 un myst\u00e8re digital.<\/p>\n<p>Cette approche a ainsi soulign\u00e9 la capacit\u00e9 de l\u2019affichage \u00e0 s&rsquo;int\u00e9grer dans l&rsquo;\u00e9cosyst\u00e8me m\u00e9diatique moderne. En choisissant une figure atypique et authentique, JCDecaux a su captiver l&rsquo;attention du public tout en v\u00e9hiculant un message positif, d\u00e9montrant ainsi la pertinence continue de l&rsquo;affichage dans un paysage m\u00e9diatique satur\u00e9. Une campagne qui m\u2019a particuli\u00e8rement marqu\u00e9e par l\u2019utilisation de cette grand-m\u00e8re qui a apport\u00e9 un c\u00f4t\u00e9 tr\u00e8s \u00e9motionnel \u00e0 la campagne. Un storytelling puissant autour de Marina Prieto qui a cr\u00e9\u00e9 une narration intrigante et donc de l\u2019engagement du public. Un pari tenu aupr\u00e8s d\u2019une cible BtoB dans un contexte BtoC !<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div class=\"cp-video teq-container     \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-24 md:col-span-20 md:col-start-3\">\n                                        <div id=\"player\"\n                     class=\"plyr__video-embed w-full\"\n                     data-plyr-provider=\"youtube\"\n                     data-plyr-config='{ \"youtube\": {controls: false} }'\n                     data-plyr-embed-id=\"fmI6DHDlXCw\"\n                     data-poster=\"\">\n                <\/div>\n                                                <\/figcaption>\n        <\/figure>\n    <\/div>\n     \n<\/div>\n\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                            <h3>Le coup de &lt;3 de Margaux :<\/h3>\n<p>Le documentaire \u201cWe Are Ayenda\u201d, diffus\u00e9 sur Prime Video retrace la folle et tragique histoire des joueuses de football afghanes qui ont d\u00fb fuir leur pays \u00e0 l&rsquo;arriv\u00e9e des talibans au pouvoir.<\/p>\n<p>En effet, les femmes afghanes ont \u00e9t\u00e9 tr\u00e8s vite priv\u00e9es de leurs droits fondamentaux : acc\u00e8s \u00e0 l&rsquo;\u00e9ducation, au travail, ou encore \u00e0 la pratique du sport.<\/p>\n<p>C\u2019est gr\u00e2ce \u00e0 WhatsApp, syst\u00e8me de messagerie totalement s\u00e9curis\u00e9, qu\u2019elles ont pu coordonner leur fuite du pays et sauver leur peau. En effet, parmi les messages diffus\u00e9s \u00e0 l&rsquo;\u00e9cran, on peut lire \u201cn&rsquo;utilisez pas les SMS\u201d, ou encore \u201cj&rsquo;ai entendu dire que les talibans piratent les cartes SIM\u201d.<\/p>\n<p>Un format long port\u00e9 par des marques qui tend \u00e0 se d\u00e9velopper de plus en plus sur la plateforme de streaming. La preuve qu\u2019il est encore possible de retenir l\u2019attention, gr\u00e2ce \u00e0 des messages puissants et des images impactantes.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div class=\"cp-video teq-container     \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-24 md:col-span-20 md:col-start-3\">\n                                        <div id=\"player\"\n                     class=\"plyr__video-embed w-full\"\n                     data-plyr-provider=\"youtube\"\n                     data-plyr-config='{ \"youtube\": {controls: false} }'\n                     data-plyr-embed-id=\"Oq8U7bExeAg\"\n                     data-poster=\"\">\n                <\/div>\n                                                <\/figcaption>\n        <\/figure>\n    <\/div>\n     \n<\/div>\n\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                            <h3>Le coup de &lt;3 d\u2019In\u00e8s :<\/h3>\n<p>Nous vivons dans une \u00e8re o\u00f9 le purpose des marques est l&rsquo;\u00e9l\u00e9ment le plus important et permet de cr\u00e9er du lien avec les audiences. Mais aujourd\u2019hui Pedigree est parti du constat que la marque ne capitalise pas assez sur le sien qui est de s\u2019engager pour qu\u2019aucun chien ne soit errant.<\/p>\n<p>Pour y rem\u00e9dier, la marque utilise l\u2019IA pour mettre en avant des chiens disponibles \u00e0 l\u2019adoption \u00e0 proximit\u00e9. L\u2019IA leur permet d\u2019optimiser les photos de ces chiens pour les rendre adapt\u00e9es \u00e0 la diffusion outdoor. D\u00e8s lors qu\u2019un chien est adopt\u00e9, l\u2019affiche digitale change en direct pour mettre un nouveau chien en avant.<\/p>\n<p>&nbsp;<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div class=\"cp-video teq-container     \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-24 md:col-span-20 md:col-start-3\">\n                                        <div id=\"player\"\n                     class=\"plyr__video-embed w-full\"\n                     data-plyr-provider=\"youtube\"\n                     data-plyr-config='{ \"youtube\": {controls: false} }'\n                     data-plyr-embed-id=\"Skp7_gIS4Ec\"\n                     data-poster=\"\">\n                <\/div>\n                                                <\/figcaption>\n        <\/figure>\n    <\/div>\n     \n<\/div>\n\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>Vous serez \u00e9galement<br \/>\nint\u00e9ress\u00e9(e)<\/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\/fr\/the-sixth\/la-marque-employeur-levier-dengagement-le-plus-puissant-pour-les-entreprises\/\">\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                                    Business                                <\/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>La marque employeur, levier d&rsquo;engagement le plus puissant pour les entreprises<\/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                                3.5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-employer-brand-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-employer-brand.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-employer-brand.jpg\"\n                                    alt=\"thumbnail-employer-brand\"\/>\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\/fr\/the-sixth\/accompagner-les-transformations-dentreprise\/\">\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>Accompagner les transformations d&rsquo;entreprise<\/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                                2 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation.jpg\"\n                                    alt=\"thumbnail-business-transformation\"\/>\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\/fr\/the-sixth\/quand-le-digital-occulte-la-communication-non-verbale\/\">\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>Quand le digital occulte la communication non verbale<\/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                                4 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-when-digital-obscures-non-verbal-communication-mob.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-when-digital-obscures-non-verbal-communication.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-when-digital-obscures-non-verbal-communication.jpg\"\n                                    alt=\"thumbnail-when-digital-obscures-non-verbal-communication\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                        <\/div>\n     \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"template":"","format":[313],"themes":[315],"reading-time":[323],"class_list":["post-5656","the-sixth","type-the-sixth","status-publish","hentry","format-news-fr","themes-impact-fr","reading-time-5-min-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les tendances des Cannes Lions 2024 - Dusens Group<\/title>\n<meta name=\"description\" content=\"Plus que jamais, la communication tient un r\u00f4le primordial dans les transformations profondes de notre soci\u00e9t\u00e9.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les tendances des Cannes Lions 2024 - Dusens Group\" \/>\n<meta property=\"og:description\" content=\"Plus que jamais, la communication tient un r\u00f4le primordial dans les transformations profondes de notre soci\u00e9t\u00e9.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/\" \/>\n<meta property=\"og:site_name\" content=\"Dusens Group\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-15T14:40:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/\",\"url\":\"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/\",\"name\":\"Les tendances des Cannes Lions 2024 - Dusens Group\",\"isPartOf\":{\"@id\":\"https:\/\/dusens.group\/fr\/#website\"},\"datePublished\":\"2024-07-16T07:48:00+00:00\",\"dateModified\":\"2024-11-15T14:40:41+00:00\",\"description\":\"Plus que jamais, la communication tient un r\u00f4le primordial dans les transformations profondes de notre soci\u00e9t\u00e9.\",\"breadcrumb\":{\"@id\":\"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/dusens.group\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Sixth\",\"item\":\"https:\/\/dusens.group\/fr\/the-sixth\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Dans l\u2019oeil du planning strat, retour sur les tendances des Cannes Lions 2024\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/dusens.group\/fr\/#website\",\"url\":\"https:\/\/dusens.group\/fr\/\",\"name\":\"Dusens Group\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/dusens.group\/fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Les tendances des Cannes Lions 2024 - Dusens Group","description":"Plus que jamais, la communication tient un r\u00f4le primordial dans les transformations profondes de notre soci\u00e9t\u00e9.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/","og_locale":"fr_FR","og_type":"article","og_title":"Les tendances des Cannes Lions 2024 - Dusens Group","og_description":"Plus que jamais, la communication tient un r\u00f4le primordial dans les transformations profondes de notre soci\u00e9t\u00e9.","og_url":"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/","og_site_name":"Dusens Group","article_modified_time":"2024-11-15T14:40:41+00:00","og_image":[{"url":"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg"}],"twitter_card":"summary_large_image","twitter_image":"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/","url":"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/","name":"Les tendances des Cannes Lions 2024 - Dusens Group","isPartOf":{"@id":"https:\/\/dusens.group\/fr\/#website"},"datePublished":"2024-07-16T07:48:00+00:00","dateModified":"2024-11-15T14:40:41+00:00","description":"Plus que jamais, la communication tient un r\u00f4le primordial dans les transformations profondes de notre soci\u00e9t\u00e9.","breadcrumb":{"@id":"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/dusens.group\/fr\/"},{"@type":"ListItem","position":2,"name":"The Sixth","item":"https:\/\/dusens.group\/fr\/the-sixth\/"},{"@type":"ListItem","position":3,"name":"Dans l\u2019oeil du planning strat, retour sur les tendances des Cannes Lions 2024"}]},{"@type":"WebSite","@id":"https:\/\/dusens.group\/fr\/#website","url":"https:\/\/dusens.group\/fr\/","name":"Dusens Group","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/dusens.group\/fr\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-FR"}]}},"_links":{"self":[{"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/the-sixth\/5656"}],"collection":[{"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/the-sixth"}],"about":[{"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/types\/the-sixth"}],"wp:attachment":[{"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/media?parent=5656"}],"wp:term":[{"taxonomy":"format","embeddable":true,"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/format?post=5656"},{"taxonomy":"themes","embeddable":true,"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/themes?post=5656"},{"taxonomy":"reading-time","embeddable":true,"href":"https:\/\/dusens.group\/fr\/wp-json\/wp\/v2\/reading-time?post=5656"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}