{"id":5828,"date":"2024-07-15T07:06:00","date_gmt":"2024-07-15T05:06:00","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=5828"},"modified":"2024-11-15T16:48:50","modified_gmt":"2024-11-15T14:48:50","slug":"cannes-lions-lucie-marcel-ui-designer-vous-decrypte-sa-campagne-coup-de-coeur-the-last-barf-bag-dramamine","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/cannes-lions-lucie-marcel-ui-designer-vous-decrypte-sa-campagne-coup-de-coeur-the-last-barf-bag-dramamine\/","title":{"rendered":"Cannes Lions : Lucie Marcel, UI designer, 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-lucie-marcel-ui-designer-vous-decrypte-sa-campagne-coup-de-coeur-the-last-barf-bag-dramamine%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-the-sixth-lucie-marcel-mobile.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-lucie-marcel-desktop.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-lucie-marcel-desktop.jpg\" alt=\"COVER-the-sixth-lucie-marcel-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                    15 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                        2 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Lucie Marcel                <\/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>Comment une marque peut-elle faire de l\u2019ombre \u00e0 une autre, pour ensuite la mener \u00e0 la lumi\u00e8re ?<\/h2>\n<p>\u00c0 l\u2019heure o\u00f9 toutes les cartes sont rebattues dans notre secteur d\u2019activit\u00e9, certaines campagnes trouvent encore le moyen de nous surprendre gr\u00e2ce \u00e0 leur ing\u00e9niosit\u00e9 et leur cr\u00e9ativit\u00e9. La campagne THE LAST BARF BAG de Dramamine, pr\u00e9sent\u00e9e et r\u00e9compens\u00e9e aux Cannes Lions, a particuli\u00e8rement retenu mon attention, gr\u00e2ce \u00e0 la r\u00e9flexion men\u00e9e sur le sujet.<\/p>\n<p>Pour ses 75 ans, Dramamine, la marque num\u00e9ro un de m\u00e9dicament indiqu\u00e9 pour pr\u00e9venir et traiter le mal des transports, promeut avec FCB Chicago l\u2019efficacit\u00e9 de ses produits d\u2019une fa\u00e7on surprenante.<br \/>\nEn effet, pour la marque, d\u00e9j\u00e0 connue et reconnue pour son efficacit\u00e9, il n\u2019est pas n\u00e9cessaire de mettre en avant son produit. Elle a alors d\u00e9cid\u00e9 de mettre en lumi\u00e8re un objet du quotidien, directement victime du succ\u00e8s des m\u00e9dicaments Dramamine : les sacs vomitoires. Paradoxalement, ces deux produits ont vu le jour la m\u00eame ann\u00e9e, en 1949, pour secourir de deux fa\u00e7ons compl\u00e8tement diff\u00e9rentes les naus\u00e9eux.<\/p>\n<p><a href=\"https:\/\/www.thelastbarfbag.com\/\" target=\"_blank\" rel=\"noopener\">La campagne The Last Barf Bag<\/a> na\u00eet de ce constat. De cela, plusieurs activations sont mises en place.<br \/>\nLe documentaire The Last Barf Bag amorce l\u2019hommage aux sacs vomitoires. Constitu\u00e9 de t\u00e9moignages de collectionneurs, d\u2019h\u00f4tesses de l\u2019air, de m\u00e9decins, d\u2019historiens et de bien d\u2019autres, il permet d\u2019\u00e9mettre une analyse tr\u00e8s int\u00e9ressante concernant la chute de popularit\u00e9 de ces sacs gr\u00e2ce \u00e0 ces multiples points de vue.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n<div id=\"block_084e4bc1545b92e61969bac17b6a0b0b\" 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\/IMG-L-the-sixth-lucie-marcel-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/IMG-L-the-sixth-lucie-marcel-desktop.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/IMG-L-the-sixth-lucie-marcel-desktop.jpg\" alt=\"IMG L-the-sixth-lucie-marcel-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>Pour poursuivre, une campagne d\u2019affichage met en sc\u00e8ne les principaux intervenants du documentaire pour qu\u2019ils promeuvent ce dernier.<\/p>\n<p>C\u2019est \u00e0 Broadway que se joue ensuite le clou du spectacle : un mus\u00e9e consacr\u00e9 \u00e0 l\u2019exposition de ces sacs vomitoires voit le jour. Cette initiative \u00e9l\u00e8ve les plus folles pi\u00e8ces de collectionneurs au rang d\u2019\u0153uvre d\u2019art. Pour conclure cet hommage, un site e-commerce <a href=\"https:\/\/www.thelastbarfbag.com\/shop\" target=\"_blank\" rel=\"noopener\">This is not a barf bag<\/a> prend vie, mettant en vente des sacs vomitoires in\u00e9dits \u00e0 l\u2019usage d\u00e9tourn\u00e9 : ainsi, un sac devient finalement un pot de fleurs, une enveloppe, ou encore un jeu de coloriage pour enfant.<\/p>\n<p>Suite \u00e0 cette campagne, les ventes Amazon du m\u00e9dicament ont augment\u00e9 de 26% (source : <a href=\"https:\/\/www.cbnews.fr\/creation\/image-cannes-lions-2024-the-last-barf-bag-recompense-health-wellness-85417\" target=\"_blank\" rel=\"noopener\">CBNEWS<\/a>).<\/p>\n<p>L\u2019humour reste bien entendu un exercice d\u00e9licat, qui doit rester occasionnel pour des marques qui n\u2019en font pas leur ADN. La campagne Dramamine a r\u00e9alis\u00e9 un v\u00e9ritable tour de force en employant ce levier sous son statut de marque m\u00e9dicamenteuse, secteur tr\u00e8s restreint en termes de communication aupr\u00e8s du grand public. Elle r\u00e9ussit avec brio \u00e0 faire circuler son message en cr\u00e9ant une campagne m\u00e9morable et originale, encourageant chacun \u00e0 prendre soin de soi.<\/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-christopher-clement-lead-social-media-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 : Christopher Cl\u00e9ment, Lead Social Media, 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                                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_LION-the-sixth-christopher-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover_LION-the-sixth-christopher-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover_LION-the-sixth-christopher-desktop.jpg\"\n                                    alt=\"cover_LION-the-sixth-christopher-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-thibault-trehin-directeur-conseil-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 : Thibault Tr\u00e9hin, Directeur Conseil, 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-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-[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                            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