#Louise Delage

[ulkaralakbarova]

The wife of an American doctor suddenly vanishes in Paris and, to find her, he navigates a puzzling web of language, locale, laissez-faire cops, triplicate-form filling bureaucrats and a defiant, mysterious waif who knows more than she tells. Credits: TheMovieDb. Film Cast: Dr. Richard Walker: Harrison Ford Michelle: Emmanuelle Seigner Sondra Walker: Betty Buckley Wino: Dominique Pinon Le Grand Hotel Manager: Jacques Ciron Williams: John Mahoney Shaap: Jimmie Ray Weeks Peter: David Huddleston Edie: Alexandra Stewart Kidnapper: Yorgo Voyagis Taxi Driver: Djiby Soumare Bellboy 2: Roch Leibovici Desk Clerk: Dominique Virton Gaillard: Gérard Klein Bellboy: Stéphane D’Audeville Hall Porter: Laurent Spielvogel Hall Porter: Alain Doutey Tourist: Louise Vincent Hotel Detective Le Grand Hotel: Patrice Melennec Restroom Attendant: Ella Jaroszewicz Florist: Joëlle Lagneau Florist: Jean-Pierre Delage Cafe Owner: Marc Dudicourt Waiter: Artus de Penguern Desk Cop: Richard Dieux Inspector: Yves Rénier U.S. Security Officer: Robert Ground Marine Guard: Bruce Lester-Johnson U.S. Embassy Clerk: Michael Morris U.S. Embassy Clerk: Claude Doineau Blue Parrot Barman: André Quiqui Rastafarian: Thomas M. Pollard Dede Martin: Böll Boyer TWA Clerk: Tina Sportolaro Extra (uncredited): Angela Featherstone Taxi Driver Who Hands Over the Matches to Dr. Walker (uncred: Roman Polanski Bellboy 3: Alan Ladd Film Crew: Casting: Bonnie Timmermann Original Music Composer: Ennio Morricone Assistant Art Director: Gérard Viard Writer: Gérard Brach Writer: Roman Polanski Producer: Thom Mount Director of Photography: Witold Sobociński Costume Design: Anthony Powell Casting: Margot Capelier Editor: Sam O’Steen Additional Writing: Robert Towne Stunt Double: Vic Armstrong Production Design: Pierre Guffroy Production Sound Mixer: Jean-Pierre Ruh Sound Re-Recording Mixer: Jean-François Auger Sound Editor: Jean Goudier Hairstylist: Jean-Max Guérin Makeup Artist: Didier Lavergne Supervising Sound Editor: Laurent Quaglio Producer: Tim Hampton Additional Writing: Jeff Gross Sound Effects: Jean-Pierre Lelong Sound Re-Recording Mixer: Dean Humphreys Assistant Art Director: Albert Rajau Choreographer: Derf La Chapelle Stunt Double: Wendy Leech Movie Reviews: JPV852: Movie starts off well enough with the mystery element but afterward tonally felt a bit off (veered into moderate comedy at points). Ford is fine as was Emmanuelle Seigner, though I wonder if this could’ve used the eye of Brian De Palma rather than Polanski. **3.25/5** kevin2019: “Frantic” is an engrossing and well made film that easily builds up a genuine sense of mystery and intrigue from the very beginning. It is incredibly well crafted throughout with an immediately interesting opening gambit and Roman Polanski is a seasoned director and he knows precisely how to create a natural and rhythmic momentum to the proceedings and to then successfully maintain it at a certain level without any evidence of indecision on his part in terms of how the film ought to proceed in order to achieve its maximum potential and effectiveness. This results in a splendid film that effortlessly retains a compelling quality until the very end and it provides the perfect showcase for the romantic city of Paris even though it also makes you pause for thought about visiting there on Valentine’s Day.

[si-national-portrait-gallery]

Nathalie Marie Louise Stephanie Beatrix Delage de Volude, Charles Balthazar Julien Févret de Saint-Mémin, 1796, Smithsonian: National Portrait Gallery

Size: Image: 5.5 × 5.5 cm (2 3/16 × 2 3/16") Medium: Engraving on paper

http://npg.si.edu/object/npg_S_NPG.74.39.16.12

[helloyoucreatives]

It’s not a secret, our generation is very, very vain. The only thing we like more than posting pictures of ourselves online, is to look at good-looking people doing the same thing. That’s how Louise Delage, a 25 years old Parisian lady made it into my Instagram feed. Mine and 65,000 other people in a little over a month. Louise is really attractive, and she posts in the exact same way that most of my female friends do. Indeed, nothing differentiates her from them except one thing; in every picture she's holding an alcoholic beverage. Why? Because Louise ain’t real. She is an awareness campaign made up by BETC Paris for their client Addict Aide, an organisation fighting addictions amongst young people. After more than 150 posts, her last one revealed the hoax and got 160,000 views, generating more than 1,000 comments. So yea, she wasn’t just a pretty face (much to my dismay).

@RomanLapacz

[hexall3-blog]

I got tricked into liking a young girls addiction

As a keen user of Instagram i am always checking the site and enjoy scrolling through my feed before I go to sleep. I like the Explore tab on Instagram and one day came across a picture of a pretty  girl on the beach so clicked on the image. Gave it a like. Then explored the rest of her Instagram feed. As I was scrolling I thought to myself ‘yeah I want to follow this account’. Every day she would upload a new picture of her in a new tropical place on a new adventure and everyday I liked the image... On 22 September Louise Delage made her last post to Instagram with a video clip revealing her to be the creation of the advertising agency BETC, and the star of their “like my addiction” campaign. In every one of her 150 posts she was posing with alcohol! And none of her followers even realised. Not even me. The fake Instagram account aimed to show “a person people would meet every day but whom we’d never suspect of being an addict” and I was oblivious to it all. Every other day or so I was liking her images unaware that every single one contained a hint of her alcohol addiction. And I liked every image. I ‘liked her addiction’.

[sangpages]

    Des salons, il y en a beaucoup. Des salons, ça peut même être tous les week-ends si tu sillonnes la France, mais des salons comme celui des psychopathes du polar, il n’y en a qu’un seul. Ultime, exceptionnel…Franchement le meilleur !

Fidèle au poste depuis ses balbutiements, je m’y suis rendue chaque année depuis maintenant 3 ans. Nous voilà de retour Elisa et moi avec une dépression post salon immense… Je vais essayer de t’expliquer pourquoi même si cela s’avère impossible de mettre des mots sur tant d’émotions.

Fargues c’est le salon des potes, d’une famille. C’est le salon de toutes les rencontres, de toutes les retrouvailles. C’est le salon de l’amitié, de la convivialité, de la passion, de la déconnade et des fous rires à te faire péter les abdos. C’est le salon des before, des after et plus encore. C’est THE salon quoi !

C’est aussi et surtout, pour moi, une belle histoire d’amitié, de cœurs gros comme ça <—————————————— 💕————————————————–> (y a pas assez de place) qui m’ont intégré parmi eux et je suis fière de faire partie de cette belle famille des psychopathes. Psychopathe un jour, psychopathe toujours !

Cette année fut encore une fois une réussite et je tire mon chapeau à Pépita, Marie-Noëlle et Karine. Vous êtes les meilleures et je vous aime ❤️

Une édition qui m’a permis de revoir mes amis auteurs, certains pas revus depuis plusieurs années et quel bonheur ! Angledroit Cicéron, Beuglet Nicolas, Bizien Jean-Luc, Caillot Gilles, Carbonel Armelle, Faget Dominique,  Favan Claire, Gardel Nick (titre 😜), Gélin Simone, Gilberti Ghislain, Köping Mattias, Lebel Nicolas, Ledun Marin, Loseus Chris, Loubry Jérôme, Manzor René, Martel Corinne, Mention Michaël, Minni Salavatore, Norek Olivier, Roy Sandrine, Saussey Jacques, Tackian Nico,  Thiery Danielle, Sire Cédric.

Une édition où j’ai eu la chance de voir des auteurs que je suis de longue date en lecture ou sur les réseaux sociaux sans jamais les avoir rencontrés: Denjean Céline, Destombes Sandrine, Delage Samuel, Loevenbruck Henri, Petrosky Stanislas.

Une édition avec mes ptits Suisses à moi: Feuz Nicolas, Voltenauer Marc. Toujours un bonheur de passer du temps avec vous. 😍

Une édition qui m’a permis de rencontrer une auteure de passage: Elly Rosemad et ce fût un très bel échange.

Et comme toujours la découverte d’auteurs que je ne connaissais pas et avec qui je n’ai pas vraiment eu le temps de partager. Dans la galope d’une journée aussi intense, jamais évident 😕

Une mention spéciale à tous ces auteurs qui m’ont fait rire à plus pouvoir, ils se reconnaîtront ainsi qu’à ceux qui m’ont touchée ou émue, à ceux qui m’ont tiré les larmes de tant d’émotion et ils se reconnaîtront certainement aussi. 😘

C’est aussi revoir l’équipe fabuleuse de bénévoles et s’enivrer de leur générosité. S’éclater en préparant cette journée fabuleuse et profiter de leur grandeur d’âme. Je vous aime tous et je me réjouis déjà de vous revoir ❤️

C’est bien sûr aussi l’occasion de revoir les amis lecteurs, blogueurs et là aussi, d’en rencontrer d’autres. Mention spéciale à Isabelle Botti que je côtoyais sur les réseaux sociaux depuis de longues années et que j’ai enfin pu rencontrer et Louise Canal avec qui j’ai enfin eu le temps d’échanger ❤️ Vous êtres encore mieux en vrai !

Bref t’as sans doute pigé le truc, Fargues-Saint-Hilaire, c’est THE place to be en mai. C’est LE salon à faire dans l’année, c’est unique, c’est génial, c’est … ouais ok je vais arrêter, je ne trouve plus de superlatifs…

Moi je signe pour l’année prochaine et j’espère que toi aussi tu noteras la date parce que franchement, si tu ne viens pas, tu rates vraiment le truc de ouf !

Je vous remercie tous amis, organisateurs, bénévoles, auteurs, blogueurs et lecteurs pour ce week-end de pur bonheur que je ne suis pas près d’oublier. Je vous aime tous…ouais je sais ça fait trois fois que je le dis mais bon…mon cœur déborde…

Un merci tout spécial à Nicolas et Mélaine avec qui nous avons passé des moments exceptionnels même dans les pires situations 🤣 Ne changez jamais, vous êtes géniaux et puis chut hein… Il se pourrait bien qu’il y ait des idées en germination qui verront ptêtre  le jour…un jour 😜 Tu pourras plus reculer Mélaine entre cet article et le post de Nicolas 😉 Et à toi mon Elisa pour ce merveilleux partage. Je t’aime ma fille et je suis fière de toi ❤️

J’arrête là parce que ça commence à trop dégouliner d’amour…ça frise la romance pour un blog noir 🤣 et j’ai les larmes aux yeux…ça le fait pas…

Pour terminer, trois choses à retenir: Les poubelles ne sont pas toujours là où on pense. Brad Pitt n’écrit pas de polar Un nouvel auteur fera bientôt son apparition, prépare-toi…il se prénomme Zakouski Crouchniette et sa promet du très lourd !!!

Quelques photos ci-dessous qui te montreront à quel point nous nous sommes ennuyées…

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Quelques mots d’Elisa:

Mes mots risquent d’être emplis de nostalgie et voir même de mélancolie. C’est malheureusement terminé. Un week-end passé bien trop vite. Mais j’en sors ressourcée, pleine de beaux souvenirs, heureuse, tout simplement aux anges. Des salons, j’en ai fait mais celui-ci, c’est différent. Pour la première fois, j’ai ressenti quelque chose de très fort, de très particulier qui m’a clairement bouleversée.

C’en était presque trop pour mon petit cœur. Émotionnellement trop dur. J’aurais voulu que cela ne s’arrête jamais. Revivre ces instants incroyables encore et encore. Mais c’est fini.

Polar entre deux mers c’est avant tout, une famille. Sans chichi, sans prise de tête, tout est fait dans la simplicité, la convivialité et la bonne humeur. C’est ce qui en fait sa particularité.

Durant ces trois jours, j’en ai vécu des choses ; des dédicaces qui m’ont fait verser une petite larme, des discussions enrichissantes, des rencontres marquantes et des moments inoubliables.

Je vous avoue que je rentre en Suisse différente.

Je tiens à remercier les organisatrices. Merci, Pépita, merci, Marie-Noëlle, merci Karine. Merci tout le monde.

Je n’oublierai jamais,

A l’année prochaine ! Je signe…

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Préparation du salon:

Pendant le salon:

After:

Notre super hôtel avec ses baigneurs quotidien:

  Salon des psychopathes du polar – Fargues-Saint-Hilaire 2019 Des salons, il y en a beaucoup. Des salons, ça peut même être tous les week-ends si tu sillonnes la France, mais des salons comme celui des psychopathes du polar, il n'y en a qu'un seul.

[baadfabrykittyadv120-longposts]

The Poetics of Advertising

Within the ‘Poetics of Advertising’ ‘Art and Crafts’ Andrew McStay describes the reformulation of creativity in advertising and how it has changed throughout periods of time to become what it is today. Within our own seminars, it has been demonstrated that creativity in advertising is difficult to define, and is neither ‘art’ nor ‘craft’ as McStay suggests. Nevertheless, key characteristics of advertising creativity are evident within each time it has shown to re-shape, as McStay says creative advertising “possesses a functional dimension and overtly interacts with a range of aesthetic practices”.        

McStay begins with Art Nouveau and the French art establishment as posters began to be recognized at a “high art status”. Advertising creativity was therefore considered at this time to be evolving, the reputation, as McStay expresses progressing mainly due to the leading artists acting as designers. This was, for instance, Jules Cheret who created “a new medium for art by applying art to commercial and industrial printing”. Working in the 1890s he created poster ads for cabarets, music halls, and theaters, but all of his posters and illustrations have an incredibly vivid expression to them. Combined with acting as promotional material, this meant that Cheret became widely recognized as a major force in advertising, and his style synonymous of advertising creativity. In terms of McStay’s ‘arts and crafts’ discussion this era ties with the idea of advertising creativity as ‘art’ because of the way it started to be well respected by the consumer.

Irreverence, wit, humor, and subversion were all characteristics that revolutionized how we experienced art and saw creativity, rejecting rationality in the artistic movements that came after such as DADA, Surrealism, and Modernism. The use of ready-mades and assemblage implemented other creative principles such as ‘chance’ to the movements. This further challenged the notions of art and creativity, and additionally argues more to the side of ‘art’ in contrast to craft, as “the craftsperson will know what he or she would like to make before making it”. Within the interest of creativity in advertising iconic advertisements bring links to movements like DADA and Surrealism as they evoke meanings that feel strange and odd. McStay suggests art has to do with “indirectly arousing emotions”, so it can be assumed that advertising creativity is, therefore, more of a ‘craft’ in this sense, as the response the consumer has is usually controlled in the interest of the client/producer. ‘Dadaist’ irreverence of pitting contrasting imagery against each other and playing with the audience’s sense of balance with the ideas portrayed has been shown as a potentially very effective way of adding creativity to advertisements. I have seen Eurostar as a company who consistently interpret haphazard cuttings of contrasting imagery into engaging statements while still provoking the viewer to use their services.  A London guard having their helmet shaven as if it was a full head of hair, or having Elton John perversely trying to kiss a seemingly very untaken businessman feel fresh, clever and cool.

It is worth noting that in advertising creative principles such as irreverence, wit, humor and a general interest in subversion and destabilization from the expected is celebrated. D&DA have involved themselves within what McStay describes as “highlighting the value of commercial creativity and craft skills”. Such industry bodies promote ‘commercial creativity’ as acting across a diverse range of artistic disciplines. This responds to the argument of advertising creativity as ‘art’ or ‘craft’ and almost accepts that its position “among art, craft, and the agreeable arts is unclear”. Although the lack of distinction it cannot be disputed, “pushing boundaries and experimentation more usually associated with art” is continuously changing the environment we associate with advertising, and creativity is becoming a more democratized, developing community.    

The shift from read only media to the birth of the Internet and read, write media in the 1990s has, much like the DADA movement made drastic changes to the key principles and ‘aesthetics’ of creativity in advertising. Creativity is now sought out to appease the viewer in different ways, creativity is mainly in the hands of the public due to the massive expansion of delivery channels and because of this, a more organic conversation is created. BETC working with Addict Aide created a fake Instagram account where only the most perceptive of ‘louise.delage’s’ 110,000 followers would have noticed the fact that she was addicted to alcohol, despite how in every post it is shown to be the main part of her seemingly fabulous lifestyle. Once the truth was revealed to the entire public the story shortly became viral and a success for Addict Aide. A lively discussion was activated through the personal connection and interactive experience the public had. Despite posing newfound ethical challenges, potentially breaching data mining and privacy issues, blurring the boundaries of professional and non-commercial amateur (principles of remixing as the content is re-tweeted, edited and then shared again) gives the prospect to a new power relation and dynamic that makes an exciting development in the industry. It’s an interesting time to be a creative, as McStay proposes “this sees creativity as being more about the process, unfolding, emergence and interaction”.

References:

McStay, A. (2013). Creativity and Advertising : Affect, Events and Process. Taylor & Francis Ltd.

En.wikipedia.org. (n.d.). Jules Chéret. [online] Available at: https://en.wikipedia.org/wiki/Jules_Chéret [Accessed 15 Nov. 2018].

Leg Paris. (2007, August, 8). It’s summertime in London. [online] Available at: https://www.bestadsontv.com/ad/7940/Eurostar-The-Barber [Accessed 15 Nov. 2018].

TBWA. (2008, December, 3). Elton. [online] Available at: https://www.adsoftheworld.com/media/print/eurostar_elton [Accessed 15 Nov. 2018].

Natividad, A. (2017). What's Next for Louise Delage, Instagram's Most Fascinating Fraud. [online] Adweek.com. Available at: https://www.adweek.com/creativity/whats-next-for-louise-delage-instagrams-most-fascinating-fraud/ [Accessed 15 Nov. 2018].

[tinglesidentity2018-blog]

Louise Delage explained 

[bblsc]

Chaleur extrême : l’ouverture prolongée des piscines et bibliothèques se poursuit

Québec, le 5 juillet 2018 – La Ville de Québec rappelle à la population que l’ouverture prolongée de certains équipements se poursuit jusqu’à ce soir. Plusieurs piscines extérieures resteront ouvertes jusqu’à 20 h et certaines bibliothèques jusqu’à 21 h. De plus, tous les jeux d’eau des parcs de la Ville seront en fonction jusqu’à 21 h.

Les citoyens sont invités à consulter les listes ci-dessous pour connaitre les piscines et les bibliothèques concernées :

Piscines ouvertes jusqu’à 20 h le 5 juillet 2018

Arrondissements

Piscines

Beauport

Centre de plein air de Beauport (95, rue de la Sérénité)

Piscine de Giffard (3400, rue Marie-Louise-Marmette)

La Cité-Limoilou

Marina Saint-Roch (230, rue du Pont)

Parc Bardy (2025, rue Adjutor-Rivard)

Parc Dollard-des-Ormeaux (380, rue de Verdun)

Parc Gérard-Marchand (2740, 2e Avenue)

  Domaine de Maizerets (2000, boulevard Montmorency)

Les Rivières

Parc de l’Apprenti-Sage (2200, rue Coursol)

Parc Sainte-Monique (3725, rue Chevalier)

Piscine de Lebourgneuf (1640, boulevard La Morille)

La Haute-Saint-Charles

Base de plein air La Découverte (Rue de la Découverte)

Parc Paul-Émile-Beaulieu (530, rue Delage)

Sainte-Foy–Sillery–Cap-Rouge

Parc des Trois-Saisons (1390, rue Buffon)

Parc Roland-Beaudin (929, avenue Roland-Beaudin)

Parc Saint-Benoît (3454, rue Rochambeau)

Parc Sainte-Geneviève (3200, avenue D'Amours)

Parc Saint-Louis-de-France (1591, rue du Sieur-D'Argenteuil)

Piscine Gérard-Guay (1730, rue Sheppard)

*L’horaire est sujet à changement sans préavis.

Bibliothèques ouvertes jusqu’à 21 h le 5 juillet 2018

Arrondissements

Bibliothèques

Nouvel horaire

Beauport

Étienne-Parent (3515, rue Clemenceau)

8h00 à 21h00

Charlesbourg

Paul-Aimé-Paiement (7950, 1re Avenue)

9h00 à 21h00

La Cité-Limoilou

Canardière (1601, chemin de la Canardière)

10h00 à 21h00

Collège-des-Jésuites (1120, boulevard René-Lévesque Ouest)

9h30 à 21h00

Gabrielle-Roy (350, rue Saint-Joseph Est)

8h00 à 21h00

Saint-Albert (5, rue des Ormes)

10h00 à 21h00

Saint-Charles (400, 4e Avenue)

10h00 à 21h00

Les Rivières

Aliette-Marchand - Complexe Jean-Paul-Nolin (243, boulevard Pierre-Bertrand)

10h00 à 21h00

La Haute-Saint-Charles

Chrystine-Brouillet - Centre Saint-Louis (264, rue Racine)

10h00 à 21h00

Félix-Leclerc (1465, rue de l’Innovation)

9h00 à 21h00

Sainte-Foy–Sillery–Cap-Rouge 

Charles-H.-Blais (1445, avenue Maguire)

10h00 à 21h00

Monique-Corriveau (1100, route de l'Église)

9h00 à 21h00

Roger-Lemelin (4705, rue de la Promenade-des-Sœurs)

10h00 à 21h00

Se protéger

Certaines personnes sont plus vulnérables à la chaleur, notamment celles qui travaillent à l’extérieur, les sans-abris, les jeunes enfants, les aînés et celles qui sont atteintes de maladies chroniques.

En outre, chaque citoyen peut faire une différence pour la sécurité de ses proches et concitoyens, notamment en téléphonant ou en visitant toute personne de son entourage seule ou en perte d’autonomie afin de s’assurer de son bien-être.

Tous les détails figurent au ville.quebec.qc.ca/faireface.

La liste et l’horaire régulier de toutes les installations se trouvent sur le site Internet au ville.quebec.qc.ca/loisirs et au bibliothequedequebec.qc.ca/bibliotheques.

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[societeaffaires]

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Bien que le festival international de la créativité de Cannes demeure l’événement phare du milieu publicitaire, Sacha Ouimet, directeur de création principal de KBS Montréal, est d’avis que la multiplication des festivals et conférences ces dernières années semble peser sur son taux de fréquentation.  

Sacha Ouimet en est à sa cinquième participation en autant d'années au Festival international de la créativité, toujours soutenu par KBS. L’événement est l’occasion pour les membres de la direction de l’agence de se rencontrer pour faire le point. Avec des bureaux à Montréal, Toronto, New York, Los Angeles, Londres et Shanghai, «Cannes est aussi le rendez-vous du réseau» précise-t-il.

S’il se dit «choyé» d’être épaulé par un grand réseau pouvant défrayer les quelque 5000$ d’une accréditation donnant accès à l’«expérience complète», il n’est pas si certain que les plus petites agences indépendantes ont intérêt à investir tout cet argent pour un seul événement. «Je considère que le Festival de Cannes est un produit de luxe, un festival pour l'élite en quelque sorte. Avec le même budget, des agences peuvent envoyer de nombreuses personnes dans plusieurs conférences, festivals ou sommets.»

Une semaine à Cannes demeure un investissement pour une entreprise.

L’apparition des South by Southwest, C2 Montréal, Web Summit et, dans un autre ordre d'idées, la montée d'internet, «où les intéressés peuvent accéder à toutes les pièces sans être sur place», auraient tendance à diluer le taux de participation de l’industrie à Cannes, selon lui. «À mesure que le prix de l’accréditation augmente, les délégations – notamment celle du Québec – se rapetissent et le nombre de pièces soumises diminue.».

Qu’à cela ne tienne, «si j’avais 24 ans et qu’on m’avait proposé une semaine à Cannes plutôt qu’une augmentation, j’aurais sauté sur le Festival international de la créativité.» Et après toute ces années, malgré l'ampleur des frais d’entrée du Festival, Sacha Ouimet dit «ramener beaucoup de motivation et d’inspiration».

«Je viens chercher des insights, des tendances, des concepts, des idées que je peux ensuite expliquer aux annonceurs. Une présence à Cannes donne en quelque sorte un billet pour faire passer des idées plus osées primées à Cannes à nos clients actuels ou futurs.» 

«Avec le même budget, des agences peuvent envoyer plusieurs personnes dans différents festivals, sommets ou CONFÉRENCES.»

Fernando Machado, directeur du marketing de Burger King, est un des favoris de Sacha Ouimet à Cannes, ce dernier ayant assisté à trois de ses conférences. «Burger King aime prendre des risques calculés», explique le créatif, qui cite en exemple le coup d’éclat Whopper Neutrality, qui illustre les conséquences d’une non-neutralité du web, sujet omniprésent sur les réseaux sociaux en janvier dernier. «La marque surveille de près les tendances et les mots-clics, pour ensuite se les approprier en piratant la culture populaire» par le hackvertising.  

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Sacha Ouimet est conscient que l’enveloppe de marketing de Burger King atteint des sommes presque intarissables. Des idées au portefeuille plus modeste ont également séduit le publicitaire, qui croit que «l’audace n’a pas de budget». La campagne du fonds Actions Addictions, en 2016, mettant en scène Louise Delage et son éternel verre à la main, avait alors retenu l’attention du monde entier. «Cette initiative démontre qu’il est possible de faire de grandes choses avec peu de budget.»

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Cette année, KBS a soumis la pièce Strong people get more out of life, pour le compte des Producteurs laitiers du Canada, dans trois catégories. Bien que la campagne n’ait pas été retenue, Sacha Ouimet se dit «fier» que le réseau ait validé sa candidature. «Postuler au Festival est une décision d’équipe, discutée dans des réunions trimestrielles où le meilleur de la création est présenté par toutes les entités de KBS.» Il considère que concourir avec les meilleures agences dans le monde le pousse à se dépasser dans son travail.

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Alors que plusieurs agences possèdent des équipes exclusivement consacrées aux différents concours, le directeur de création croit que Cannes est une science.  «Pour gagner, on doit mettre des ingrédients précis. Une bonne idée demeure une bonne idée, mais encore faut-il avoir les moyens de bien la réaliser.»

Sacha Ouimet est directeur de création principal de KBS Montréal et formateur au Campus Infopresse.

Infopresse couvrira les finalistes et gagnants du concours, en plus de rapporter les faits saillants de l’événement. Suivez le dossier Lions de Cannes 2018 sur notre site web. Abonnez-vous à l'infolettre en suivant ce lien.

Let's block ads! (Why?)

[lauracadmanart-blog]

The “halo effect”

The halo effect is a cognitive bias in which an observer's overall impression of a person, company, brand, or product influences the observer's feelings and thoughts about that entity's character or properties. It was named by psychologist Edward Thorndike in reference to a person being perceived as having a halo. Subsequent researchers have studied it in relation to attractiveness and its bearing on the judicial and educational systems. The halo effect is a specific type of confirmation bias, wherein positive feelings in one area cause ambiguous or neutral traits to be viewed positively. Edward Thorndike originally coined the term referring only to people; however, its use has been greatly expanded especially in the area of brand marketing.

In relation to Louise Delage’s fake instagram - Stéphane Xiberras, creative director and president of BETC Paris, told AdFreak that the agency had been struck by “the difficulty of detecting the addiction of someone close to you”.

He attributed the normalisation of alcohol to because of the “halo effect” of good-looking people – that whatever they did, especially on Instagram, seemed acceptable, if not desirable.

The attractiveness of a person contributes to their influence, specifically on social media. 

[bizmediaweb]

8 Old School Marketing Tactics That Work for Social Media

Okay, so it’s hard to imagine Don Draper meeting with Bethlehem Steel execs in Sterling Cooper’s top floor Madison Avenue boardroom, telling them to get on Snapchat. But even though we no longer think of typewriters as “technology” or describe TVs as “radios with pictures,” there are plenty of solid ideas from the Mad Men-era of advertising that translate to social media.

So let’s throw it back to a time before #ThrowbackThursday existed for some good old-fashioned advice from the old-school pros.

1. Doing smart, thorough research

In the premier episode of Mad Men, Don Draper trashes an in-house researcher’s report on the psychology of cigarette users and decides to wing a presentation for Lucky Strike executives instead. While Draper pulls it off, not all ad executives were so cavalier.

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals,” said David Ogilvy, the founder of Ogilvy & Mather who was credited as the “Original Mad Man” and the “Father of Advertising.”

Ogilvy’s experience at Gallup’s Audience Research Institute taught him to value data way before Big Data became a thing. His knack for research-supported copywriting is best exemplified in his headline for a 1960s Rolls-Royce ad, widely considered one of the best auto taglines of all time.

Nowadays, social media marketers looking to emulate the OG Mad Man’s advice should support their strategies with analytics platforms and research-backed ideas. Here are a few tips on how to make social media data work for you.

2. Learning the rules, then breaking them

There are more game changers in the Advertising Hall of Fame than there are rule followers.

“Rules are what the artist breaks; the memorable never emerged from a formula,” said ad exec William Bernbach, creative director who co-founded the agency Doyle Dane Bernbach in 1949.

Bernbach’s “Think Small” campaign for Volkswagen in the 1960s threw out the rulebook for traditional print ads. To sell the compact Beetle to muscle car-crazed Americans, Bernbach’s team departed from convention by picturing a very tiny car on a page filled mainly with blank space. The small idea translated to a big boost in sales and brand loyalty.

Rule breaking may seem trickier on social media, but it’s still possible. BETC’s “Like My Addiction” campaign caught more than 100K Instagrammers by surprise with the reveal that the Parisian “it girl” Louise Delage was a fake account designed to portray a textbook alcoholic. Created for French organization Addict Aide, the initiative demonstrated that it can be difficult to spot signs of youth alcoholism.

3. Avoiding sleazy bait-and-switch tactics

Known as the world’s first female copywriter and the author of the first ad to use sex appeal, Helen Lansdowne Resor was keeping advertising real long before the ad men of the swinging 60s and 70s came onto the scene.

Her conviction that “copy must be believable,” can be found throughout her entire body of work, including her early copywriting for Woodbury Soap Company in 1910. Smooth taglines like “A skin you love to touch,” and “Your skin is what you make it” remained in circulation for decades.

Social media marketers can take Lansdowne Resor’s point in two ways. First, copy should not be too over-the-top or exaggerated, especially since teens are skeptical when it comes to trusting brands. Avoid empty platitudes or superlatives that may arouse doubt.

Second, don’t lie. Millennials are 43 percent more likely than other generations to call a brand out on social media. You dig?

4. Getting right to the heart of things

It’s hard to imagine that the “I ❤ New York” slogan was invented in a pre-emoji world. Sparse in word count and minimal in design, the logo is emblematic of co-creator Jane Maas’ direct approach to advertising.

In How to Advertise, a book Maas co-wrote with colleague Kenneth Roman, she explains, “Commercial attention does not build. Your audience can only become less interested, never more. The level you reach in the first five seconds is the highest you will get, so don’t save your punches.”

The advice is eerily applicable to video marketing in the current digital media ecosystem, where attention spans are running shorter than ever, especially among today’s teenyboppers. You must catch your audience’s attention immediately, or risk losing them entirely.

Check out The Four Key Ingredients of a Perfect Social Video for more pointers on creating punchy video campaigns.

5. Using the right imagery

Inspired by a sea lion performance at a zoo, John Gilroy developed the “My Goodness, My Guinness” for the Irish beer company in the late 1920s. The series depicts a flabbergasted zookeeper prying his beer from the arms of a polar bear, the pouch of a kangaroo and the jaws of a crocodile. And, of course, a toucan.

The humorous misadventures of the zookeeper pop with vibrant colors set against an often-white backdrop. Keen observers point out that it was Gilroy’s uniform use of typography that helped solidify Guinness’ brand image. The popularity of the artwork and consistency of style made it one of the longest advertising campaigns in history.

Using images is a great way to up your social media game, especially since visuals can aid in information retention. Marketers should ensure that photos complement branding and style guidelines. And where possible, add the logo and logotype to the image. Consistency in style is a bonus, but it will help your followers recognize your brand on any platform.

If you don’t have access to artists, photographers, or graphic designers, check out these resources for creating quick and beautiful images for social media.

6. Ditching the one-size-fits-all approach

As the first black man in Chicago advertising, Tom Burrell quickly saw that advertising boardrooms had a diversity problem. Too often, ad execs would create content for white audiences and expect it to have broad appeal. Or, they’d create a commercial for white actors and film a second version with black actors.

After witnessing a number of tone-deaf gaffs and insensitive blunders, Burrell found himself repeating to his colleagues, “Black people are not dark-skinned white people.”

By advocating for tailoring messages for specific communities, he was one of the first to pioneer ethnic micro targeting in advertising. He founded his own agency, Burrell Communications, in 1971 and quickly became the authority on crafting messages for African-American audiences.

In work he did for McDonalds, Burrell reasoned that the company’s slogan “You deserve a break today” sounded too occasional for many African Americans who had a more regular experience with the fast food chain. Instead, he came up with lines like “Sure is good to have around” and “Get down with something good at McDonald’s.”

With Gen Zers forming the most ethnically diverse population in U.S. history, Burrell’s approach is one that social media marketers should put in practice.

Here’s how to find your audience on social media.

7. Knowing that context matters

In 1970, advertisers working for Schaefer beer created a print ad to commemorate the company’s tradition of producing America’s oldest lager. The minimal layout was designed to place emphasis on the year Schaefer’s lager was introduced, with a 10-word tagline reading: “1842. It was a very good year for beer drinkers.”

The two-page ad was placed in a number of popular publications such as LIFE Magazine. But its placement in Ebony Magazine, a publication with a predominantly African American readership, drew criticism.

As Tom Burrell points out in an interview with NPR Planet Money, the year 1842 in the United States was a year many black people were enslaved. “It just screamed insensitivity,” he says. “It was a horrible year for us.”

Getting context wrong can make a brand appear ignorant at best. At worst, it can cause lasting damage to a brand’s image.

Getting context right, on the other hand, can have a positive effect. Wells Fargo adapted its television commercial so that would be optimized for Facebook, where viewers prefer shorter content and may watch videos without sound. To promote the launch of Friends and prove the show’s relevance, Netflix’s Pre-Roll campaign shows viewers a clip related to the YouTube video they’re about to watch.

Social media marketers should shift from cross-posting to cross-promoting, with content tailored to suit each platform.

8. Engaging the audience in a conversation

In the 1950s, American advertising executive Shirley Polykoff’s personal approach to copywriting convinced women across the United States to colour their hair. By posing the question “Does she… or doesn’t she?” in Clairol hair-dye commercials, she reassured women that a hair colouring—then a new fad—could look natural.

“Copy is a direct conversation with the consumer,” she said. Her lingo was so effective that it’s now part of the vernacular: “So natural only her hairdresser knows for sure” and “Is it true blondes have more fun?” Who knows, maybe if she’d worked on a campaign for Rogaine we’d still be using the phrase Chrome Dome.

Besides being concise and memorable, Polykoff does something important in her copy that all modern social media marketers should take note of—she asks a question. Posing questions to your audience is a great way to get followers engaged and increase the visibility of your campaigns, such as Airbnb’s #TripsOnAirbnb campaign.

To get the conversation going on social media, Airbnb asked followers to describe their perfect vacation in three emojis. Not only did the prompt generate hundreds of responses, but Airbnb kept the conversation going by responding to each submission with Airbnb Experience suggestions. Remember, if you want to start a convo, follow-through is key.

More brands have been exploring the opportunities to engage via direct messaging, too. To jumpstart conversations between brands and users, Facebook just introduced Click-to-Messenger ads.

Here are a few more tips from an expert on writing ace social media ads.

Incorporate these old-school marketing tactics into your social strategy using Hootsuite. Easily manage your social channels and engage followers across networks from a single dashboard. Try it free today.

Get Started

  The post 8 Old School Marketing Tactics That Work for Social Media appeared first on Hootsuite Social Media Management.

8 Old School Marketing Tactics That Work for Social Media published first on https://themarketingheaven.tumblr.com/

[unifiedsocialblog]

8 Old School Marketing Tactics That Work for Social Media

Okay, so it’s hard to imagine Don Draper meeting with Bethlehem Steel execs in Sterling Cooper’s top floor Madison Avenue boardroom, telling them to get on Snapchat. But even though we no longer think of typewriters as “technology” or describe TVs as “radios with pictures,” there are plenty of solid ideas from the Mad Men-era of advertising that translate to social media.

So let’s throw it back to a time before #ThrowbackThursday existed for some good old-fashioned advice from the old-school pros.

1. Doing smart, thorough research

In the premier episode of Mad Men, Don Draper trashes an in-house researcher’s report on the psychology of cigarette users and decides to wing a presentation for Lucky Strike executives instead. While Draper pulls it off, not all ad executives were so cavalier.

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals,” said David Ogilvy, the founder of Ogilvy & Mather who was credited as the “Original Mad Man” and the “Father of Advertising.”

Ogilvy’s experience at Gallup’s Audience Research Institute taught him to value data way before Big Data became a thing. His knack for research-supported copywriting is best exemplified in his headline for a 1960s Rolls-Royce ad, widely considered one of the best auto taglines of all time.

Nowadays, social media marketers looking to emulate the OG Mad Man’s advice should support their strategies with analytics platforms and research-backed ideas. Here are a few tips on how to make social media data work for you.

2. Learning the rules, then breaking them

There are more game changers in the Advertising Hall of Fame than there are rule followers.

“Rules are what the artist breaks; the memorable never emerged from a formula,” said ad exec William Bernbach, creative director who co-founded the agency Doyle Dane Bernbach in 1949.

Bernbach’s “Think Small” campaign for Volkswagen in the 1960s threw out the rulebook for traditional print ads. To sell the compact Beetle to muscle car-crazed Americans, Bernbach’s team departed from convention by picturing a very tiny car on a page filled mainly with blank space. The small idea translated to a big boost in sales and brand loyalty.

Rule breaking may seem trickier on social media, but it’s still possible. BETC’s “Like My Addiction” campaign caught more than 100K Instagrammers by surprise with the reveal that the Parisian “it girl” Louise Delage was a fake account designed to portray a textbook alcoholic. Created for French organization Addict Aide, the initiative demonstrated that it can be difficult to spot signs of youth alcoholism.

3. Avoiding sleazy bait-and-switch tactics

Known as the world’s first female copywriter and the author of the first ad to use sex appeal, Helen Lansdowne Resor was keeping advertising real long before the ad men of the swinging 60s and 70s came onto the scene.

Her conviction that “copy must be believable,” can be found throughout her entire body of work, including her early copywriting for Woodbury Soap Company in 1910. Smooth taglines like “A skin you love to touch,” and “Your skin is what you make it” remained in circulation for decades.

Social media marketers can take Lansdowne Resor’s point in two ways. First, copy should not be too over-the-top or exaggerated, especially since teens are skeptical when it comes to trusting brands. Avoid empty platitudes or superlatives that may arouse doubt.

Second, don’t lie. Millennials are 43 percent more likely than other generations to call a brand out on social media. You dig?

4. Getting right to the heart of things

It’s hard to imagine that the “I ❤ New York” slogan was invented in a pre-emoji world. Sparse in word count and minimal in design, the logo is emblematic of co-creator Jane Maas’ direct approach to advertising.

In How to Advertise, a book Maas co-wrote with colleague Kenneth Roman, she explains, “Commercial attention does not build. Your audience can only become less interested, never more. The level you reach in the first five seconds is the highest you will get, so don’t save your punches.”

The advice is eerily applicable to video marketing in the current digital media ecosystem, where attention spans are running shorter than ever, especially among today’s teenyboppers. You must catch your audience’s attention immediately, or risk losing them entirely.

Check out The Four Key Ingredients of a Perfect Social Video for more pointers on creating punchy video campaigns.

5. Using the right imagery

Inspired by a sea lion performance at a zoo, John Gilroy developed the “My Goodness, My Guinness” for the Irish beer company in the late 1920s. The series depicts a flabbergasted zookeeper prying his beer from the arms of a polar bear, the pouch of a kangaroo and the jaws of a crocodile. And, of course, a toucan.

The humorous misadventures of the zookeeper pop with vibrant colors set against an often-white backdrop. Keen observers point out that it was Gilroy’s uniform use of typography that helped solidify Guinness’ brand image. The popularity of the artwork and consistency of style made it one of the longest advertising campaigns in history.

Using images is a great way to up your social media game, especially since visuals can aid in information retention. Marketers should ensure that photos complement branding and style guidelines. And where possible, add the logo and logotype to the image. Consistency in style is a bonus, but it will help your followers recognize your brand on any platform.

If you don’t have access to artists, photographers, or graphic designers, check out these resources for creating quick and beautiful images for social media.

6. Ditching the one-size-fits-all approach

As the first black man in Chicago advertising, Tom Burrell quickly saw that advertising boardrooms had a diversity problem. Too often, ad execs would create content for white audiences and expect it to have broad appeal. Or, they’d create a commercial for white actors and film a second version with black actors.

After witnessing a number of tone-deaf gaffs and insensitive blunders, Burrell found himself repeating to his colleagues, “Black people are not dark-skinned white people.”

By advocating for tailoring messages for specific communities, he was one of the first to pioneer ethnic micro targeting in advertising. He founded his own agency, Burrell Communications, in 1971 and quickly became the authority on crafting messages for African-American audiences.

In work he did for McDonalds, Burrell reasoned that the company’s slogan “You deserve a break today” sounded too occasional for many African Americans who had a more regular experience with the fast food chain. Instead, he came up with lines like “Sure is good to have around” and “Get down with something good at McDonald’s.”

With Gen Zers forming the most ethnically diverse population in U.S. history, Burrell’s approach is one that social media marketers should put in practice.

Here’s how to find your audience on social media.

7. Knowing that context matters

In 1970, advertisers working for Schaefer beer created a print ad to commemorate the company’s tradition of producing America’s oldest lager. The minimal layout was designed to place emphasis on the year Schaefer’s lager was introduced, with a 10-word tagline reading: “1842. It was a very good year for beer drinkers.”

The two-page ad was placed in a number of popular publications such as LIFE Magazine. But its placement in Ebony Magazine, a publication with a predominantly African American readership, drew criticism.

As Tom Burrell points out in an interview with NPR Planet Money, the year 1842 in the United States was a year many black people were enslaved. “It just screamed insensitivity,” he says. “It was a horrible year for us.”

Getting context wrong can make a brand appear ignorant at best. At worst, it can cause lasting damage to a brand’s image.

Getting context right, on the other hand, can have a positive effect. Wells Fargo adapted its television commercial so that would be optimized for Facebook, where viewers prefer shorter content and may watch videos without sound. To promote the launch of Friends and prove the show’s relevance, Netflix’s Pre-Roll campaign shows viewers a clip related to the YouTube video they’re about to watch.

Social media marketers should shift from cross-posting to cross-promoting, with content tailored to suit each platform.

8. Engaging the audience in a conversation

In the 1950s, American advertising executive Shirley Polykoff’s personal approach to copywriting convinced women across the United States to colour their hair. By posing the question “Does she… or doesn’t she?” in Clairol hair-dye commercials, she reassured women that a hair colouring—then a new fad—could look natural.

“Copy is a direct conversation with the consumer,” she said. Her lingo was so effective that it’s now part of the vernacular: “So natural only her hairdresser knows for sure” and “Is it true blondes have more fun?” Who knows, maybe if she’d worked on a campaign for Rogaine we’d still be using the phrase Chrome Dome.

Besides being concise and memorable, Polykoff does something important in her copy that all modern social media marketers should take note of—she asks a question. Posing questions to your audience is a great way to get followers engaged and increase the visibility of your campaigns, such as Airbnb’s #TripsOnAirbnb campaign.

To get the conversation going on social media, Airbnb asked followers to describe their perfect vacation in three emojis. Not only did the prompt generate hundreds of responses, but Airbnb kept the conversation going by responding to each submission with Airbnb Experience suggestions. Remember, if you want to start a convo, follow-through is key.

More brands have been exploring the opportunities to engage via direct messaging, too. To jumpstart conversations between brands and users, Facebook just introduced Click-to-Messenger ads.

Here are a few more tips from an expert on writing ace social media ads.

Incorporate these old-school marketing tactics into your social strategy using Hootsuite. Easily manage your social channels and engage followers across networks from a single dashboard. Try it free today.

Get Started

  The post 8 Old School Marketing Tactics That Work for Social Media appeared first on Hootsuite Social Media Management.

8 Old School Marketing Tactics That Work for Social Media published first on https://getfblike.tumblr.com/

[buzzesante]

Addict’aide lance la campagne "Le secret de Laurence"

Addict’aide lance la campagne "Le secret de Laurence" #hcsmeufr #alcoolisme #addiction #esante

Addict’Aide, en partenariat avec BETC, lance une campagne pour sensibiliser sur l’alcoolisme au féminin : Le secret de Laurence. Présentation.

En 2016, l’opération «Louise Delage : like my addiction» avait fait connaître la plateforme addictaide.fr, un portail Internet créé par le Fonds Actions Addictions, qui centralise tous les moyens de se faire aider sur les addictions. Une nouvelle fois,…

[adambstingus]

This French Instagram profile hides a surprising secret

Image: instagram/louise delage

At first sight, Louise Delage is just a normal 25-year-old from Paris who likes posting pictures of herself on Instagram enjoying a meal at a restaurant.

SEE ALSO: Instagram’s drafts feature is finally open to everyone

Her profile gathered a staggering 66,000 followers in just over a month (she joined on Aug. 1). Delage’s pictures of hanging out with friends, captioned with an insane amount of hashtags, received as many as 50 likes per day.

Cheers !

A photo posted by Louise Delage (@louise.delage) on Sep 21, 2016 at 11:21pm PDT

Ptanque

A photo posted by Louise Delage (@louise.delage) on Sep 21, 2016 at 3:34pm PDT

There’s only one little caveat: Delage is not real.

On 22 Sept. she posted a video clip that revealed she was just the product of the campaign “Like my addiction” by advertising agency BETC.

In the last of the Instagram videos, all 150 of Delage’s photos are played in sequence, one after the other, with the focus narrowing on the alcoholic drinks she is consuming.

Like my addiction

A video posted by Louise Delage (@louise.delage) on Sep 22, 2016 at 2:07am PDT

It turns out that in (almost) every picture of her fake profile, the Parisian is enjoying a drink be it a glass of ros, a cocktail or a bottle of beer.

F.R.E.S.H

A photo posted by Louise Delage (@louise.delage) on Sep 1, 2016 at 4:42am PDT

The campaign was created for Addicte Aide, which aims to raise awareness about alcoholism among young people.

BETC Paris president and creative director Stphane Xiberras told Adweek that the agency had been briefed “on the difficulty of detecting the addiction of someone close to you a friend, a child or a parent.”

��We thought an interesting way of showing it would be to create a person people would meet every day but whom we’d never suspect of being an addict, by setting up a fake Instagram account,” he said.

Xiberras’ team posted two-to-three posts per day at high-traffic moments. The agency also studied fashion bloggers to incorporate habits and filters they commonly use.

Lche vitrine

A photo posted by Louise Delage (@louise.delage) on Sep 6, 2016 at 12:52pm PDT

At least 20 fashion or food-related hashtags were included in each post and a highly efficient bot was created to like and follow specific people such as women interested in fashion bloggers, journalists and celebrities.

Another part of the social media strategy was to create a “KOL [Key Opinion Leader] strategy” using influencers or hubs with 20,000 to 100,000 followers, who were able to “spread the Louise Delage profile among their own followers.”

It looks like it worked: Addict Aide saw five times more traffic on its site and the story became a TT on Twitter in France. The video had 500,000 views across all social media.

“Hopefully the campaign has served as an eye-opener for some,” Xiberras said. “I hope they will contact Addict Aide or other local organisations working to help people struggling with addiction.”

BONUS: All the details on the Iphone 7s++

from All Of Beer http://allofbeer.com/2017/12/20/this-french-instagram-profile-hides-a-surprising-secret/ from All of Beer https://allofbeercom.tumblr.com/post/168742106757

[allofbeercom]

This French Instagram profile hides a surprising secret

Image: instagram/louise delage

At first sight, Louise Delage is just a normal 25-year-old from Paris who likes posting pictures of herself on Instagram enjoying a meal at a restaurant.

SEE ALSO: Instagram’s drafts feature is finally open to everyone

Her profile gathered a staggering 66,000 followers in just over a month (she joined on Aug. 1). Delage’s pictures of hanging out with friends, captioned with an insane amount of hashtags, received as many as 50 likes per day.

Cheers !

A photo posted by Louise Delage (@louise.delage) on Sep 21, 2016 at 11:21pm PDT

Ptanque

A photo posted by Louise Delage (@louise.delage) on Sep 21, 2016 at 3:34pm PDT

There’s only one little caveat: Delage is not real.

On 22 Sept. she posted a video clip that revealed she was just the product of the campaign “Like my addiction” by advertising agency BETC.

In the last of the Instagram videos, all 150 of Delage’s photos are played in sequence, one after the other, with the focus narrowing on the alcoholic drinks she is consuming.

Like my addiction

A video posted by Louise Delage (@louise.delage) on Sep 22, 2016 at 2:07am PDT

It turns out that in (almost) every picture of her fake profile, the Parisian is enjoying a drink be it a glass of ros, a cocktail or a bottle of beer.

F.R.E.S.H

A photo posted by Louise Delage (@louise.delage) on Sep 1, 2016 at 4:42am PDT

The campaign was created for Addicte Aide, which aims to raise awareness about alcoholism among young people.

BETC Paris president and creative director Stphane Xiberras told Adweek that the agency had been briefed “on the difficulty of detecting the addiction of someone close to you a friend, a child or a parent.”

“We thought an interesting way of showing it would be to create a person people would meet every day but whom we’d never suspect of being an addict, by setting up a fake Instagram account,” he said.

Xiberras’ team posted two-to-three posts per day at high-traffic moments. The agency also studied fashion bloggers to incorporate habits and filters they commonly use.

Lche vitrine

A photo posted by Louise Delage (@louise.delage) on Sep 6, 2016 at 12:52pm PDT

At least 20 fashion or food-related hashtags were included in each post and a highly efficient bot was created to like and follow specific people such as women interested in fashion bloggers, journalists and celebrities.

Another part of the social media strategy was to create a “KOL [Key Opinion Leader] strategy” using influencers or hubs with 20,000 to 100,000 followers, who were able to “spread the Louise Delage profile among their own followers.”

It looks like it worked: Addict Aide saw five times more traffic on its site and the story became a TT on Twitter in France. The video had 500,000 views across all social media.

“Hopefully the campaign has served as an eye-opener for some,” Xiberras said. “I hope they will contact Addict Aide or other local organisations working to help people struggling with addiction.”

BONUS: All the details on the Iphone 7s++

from All Of Beer http://allofbeer.com/2017/12/20/this-french-instagram-profile-hides-a-surprising-secret/

[samanthasroberts]

This French Instagram profile hides a surprising secret

Image: instagram/louise delage

At first sight, Louise Delage is just a normal 25-year-old from Paris who likes posting pictures of herself on Instagram enjoying a meal at a restaurant.

SEE ALSO: Instagram’s drafts feature is finally open to everyone

Her profile gathered a staggering 66,000 followers in just over a month (she joined on Aug. 1). Delage’s pictures of hanging out with friends, captioned with an insane amount of hashtags, received as many as 50 likes per day.

Cheers !

A photo posted by Louise Delage (@louise.delage) on Sep 21, 2016 at 11:21pm PDT

Ptanque

A photo posted by Louise Delage (@louise.delage) on Sep 21, 2016 at 3:34pm PDT

There’s only one little caveat: Delage is not real.

On 22 Sept. she posted a video clip that revealed she was just the product of the campaign “Like my addiction” by advertising agency BETC.

In the last of the Instagram videos, all 150 of Delage’s photos are played in sequence, one after the other, with the focus narrowing on the alcoholic drinks she is consuming.

Like my addiction

A video posted by Louise Delage (@louise.delage) on Sep 22, 2016 at 2:07am PDT

It turns out that in (almost) every picture of her fake profile, the Parisian is enjoying a drink be it a glass of ros, a cocktail or a bottle of beer.

F.R.E.S.H

A photo posted by Louise Delage (@louise.delage) on Sep 1, 2016 at 4:42am PDT

The campaign was created for Addicte Aide, which aims to raise awareness about alcoholism among young people.

BETC Paris president and creative director Stphane Xiberras told Adweek that the agency had been briefed “on the difficulty of detecting the addiction of someone close to you a friend, a child or a parent.”

“We thought an interesting way of showing it would be to create a person people would meet every day but whom we’d never suspect of being an addict, by setting up a fake Instagram account,” he said.

Xiberras’ team posted two-to-three posts per day at high-traffic moments. The agency also studied fashion bloggers to incorporate habits and filters they commonly use.

Lche vitrine

A photo posted by Louise Delage (@louise.delage) on Sep 6, 2016 at 12:52pm PDT

At least 20 fashion or food-related hashtags were included in each post and a highly efficient bot was created to like and follow specific people such as women interested in fashion bloggers, journalists and celebrities.

Another part of the social media strategy was to create a “KOL [Key Opinion Leader] strategy” using influencers or hubs with 20,000 to 100,000 followers, who were able to “spread the Louise Delage profile among their own followers.”

It looks like it worked: Addict Aide saw five times more traffic on its site and the story became a TT on Twitter in France. The video had 500,000 views across all social media.

“Hopefully the campaign has served as an eye-opener for some,” Xiberras said. “I hope they will contact Addict Aide or other local organisations working to help people struggling with addiction.”

BONUS: All the details on the Iphone 7s++

Source: http://allofbeer.com/2017/12/20/this-french-instagram-profile-hides-a-surprising-secret/

from All of Beer https://allofbeer.wordpress.com/2017/12/20/this-french-instagram-profile-hides-a-surprising-secret/