{"id":5758,"date":"2024-07-03T07:04:00","date_gmt":"2024-07-03T05:04:00","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=5758"},"modified":"2024-11-15T17:30:32","modified_gmt":"2024-11-15T15:30:32","slug":"cannes-lions-thibault-trehin-directeur-conseil-vous-decrypte-sa-campagne-coup-de-coeur","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/cannes-lions-thibault-trehin-directeur-conseil-vous-decrypte-sa-campagne-coup-de-coeur\/","title":{"rendered":"Cannes Lions : Thibault Tr\u00e9hin, Directeur Conseil, vous d\u00e9crypte sa campagne coup de coeur"},"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 \">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%2Ffr%2Fthe-sixth%2Fcannes-lions-thibault-trehin-directeur-conseil-vous-decrypte-sa-campagne-coup-de-coeur%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-thib-the-sixth-mobile.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-thib-the-sixth-desktop.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-thib-the-sixth-desktop.jpg\" alt=\"cover-thib-the-sixth-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                    3 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                        1.5 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Thibault Tr\u00e9hin                <\/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                            <h2>CeraVe, le savoir-faire de la pub \u00e0 l\u2019am\u00e9ricaine.<\/h2>\n<p>Les \u00c9tats-Unis ont toujours eu une fa\u00e7on unique de traiter l\u2019absurde, la parodie et l\u2019exag\u00e9ration \u00e0 travers la publicit\u00e9. On pense notamment aux spots <a href=\"https:\/\/www.youtube.com\/watch?v=VX5au0LOJp8\" target=\"_blank\" rel=\"noopener\">Old Spice<\/a> et le fameux \u201cI\u2019m on a horse\u201d ou bien au charisme ind\u00e9niable de Shaquille O\u2019Neal nous pr\u00e9sentant les produits <a href=\"https:\/\/www.youtube.com\/watch?v=kGERvTGQvwc\" target=\"_blank\" rel=\"noopener\">Goldbond<\/a>.<\/p>\n<p>Tout le secret r\u00e9side dans une \u00e9quation qui ne semble jamais manquer : jouer habilement des codes de la publicit\u00e9, les exacerber, capitaliser sur un jeu d\u2019acteur impeccable et une absurdit\u00e9 parfaitement ma\u00eetris\u00e9e.<br \/>\nC\u2019est exactement ce qui fait le succ\u00e8s de <a href=\"https:\/\/www.youtube.com\/watch?v=eVrUDqYfRUM\" target=\"_blank\" rel=\"noopener\">cette campagne pour les produits CeraVe<\/a>, diffus\u00e9e lors du Superbowl.<\/p>\n<p>La marque et l\u2019acteur Michael Cera s\u2019amusent de l\u2019univers si codifi\u00e9 de la publicit\u00e9 dans la cosm\u00e9tique, la beaut\u00e9, le luxe pour proposer un spot totalement absurde.Faisons du reverse-engineering, la marque CeraVe a un message \u00e0 faire passer : nos cr\u00e8mes sont d\u00e9velopp\u00e9es par des dermatologistes\u2026 et voil\u00e0 la campagne retenue pour faire passer le message. \u00c7a donne envie d\u2019\u00eatre \u00e0 la session brainsto.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n<div id=\"block_50fa0fb4529e44e576a7245b7fe86091\" 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\/imgL-thib-the-sixth-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/imgL-thib-the-sixth-desktop.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/imgL-thib-the-sixth-desktop.jpg\" alt=\"imgL-thib-the-sixth-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                            <p>C\u2019est fascinant d\u2019imaginer le brief de d\u00e9part, \u00e0 savoir l\u2019enjeu de montrer l\u2019implication des dermatologistes dans le d\u00e9veloppement des cr\u00e8mes CeraVe, et la r\u00e9alisation qui a \u00e9t\u00e9 retenue\u2026 \u00e7a donne envie d\u2019\u00eatre \u00e0 la session de brainstorming !<\/p>\n<p>Donc clairement merci aux \u00c9tats-Unis pour ces publicit\u00e9s si uniques qui nous montrent qu\u2019on peut ne pas se prendre au s\u00e9rieux, et pour autant le faire de fa\u00e7on tr\u00e8s s\u00e9rieuse.<\/p>\n<p>PS : Mention sp\u00e9ciale pour le rire de Michael Cera \u00e0 00:17<\/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>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\/cannes-lions-marion-bouvet-cheffe-de-projet-junior-vous-decrypte-sa-campagne-coup-de-coeur\/\">\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 : Marion Bouvet, Cheffe de Projet Junior, vous d\u00e9crypte sa campagne coup de coeur<\/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-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/cannes-lions-lucie-marcel-ui-designer-vous-decrypte-sa-campagne-coup-de-coeur-the-last-barf-bag-dramamine\/\">\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 : Lucie Marcel, UI designer, vous d\u00e9crypte sa campagne coup de coeur \u2014 THE LAST BARF BAG, DRAMAMINE<\/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\/07\/COVER-the-sixth-lucie-marcel-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-lucie-marcel-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-lucie-marcel-desktop.jpg\"\n                                    alt=\"COVER-the-sixth-lucie-marcel-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\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-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>Dans l\u2019oeil du planning strat, retour sur les tendances des 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":[313],"themes":[319],"reading-time":[324],"class_list":["post-5758","the-sixth","type-the-sixth","status-publish","hentry","format-news-fr","themes-explore-fr","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>CeraVe, le savoir-faire de la pub \u00e0 l\u2019am\u00e9ricaine.- Dusens Group<\/title>\n<meta name=\"description\" content=\"Les \u00c9tats-Unis ont toujours eu une fa\u00e7on unique de traiter l\u2019absurde, la parodie et l\u2019exag\u00e9ration \u00e0 travers la publicit\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\/cannes-lions-thibault-trehin-directeur-conseil-vous-decrypte-sa-campagne-coup-de-coeur\/\" 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