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Did You Notice The Cyclists in Air France #FranceIsInTheAir Spot?

17 March 2015

Image via AirFrance.fr

It’s been 2 weeks since Air France’s latest spot, France Is In The Air, is running internationally. The 45-second advertisement is part of the brand’s new global campaign, which started on April 2nd with print, radio and web ads in 12 countries (including Brazil, China, the USA, Russia, Senegal or Switzerland). What I like about it is that it has an Evian Babies feel to it: a stylish and simplified background, people swinging (instead of swimming) through the screen in a gracious manner, a focus on music rather than words. A very nice creative, mixing retro and glamor, like the print ads. But have you noticed the cyclists?

There’s nothing that looks more like a plane than another plane,Tiphaine du Plessis, associate director at BETC, the agency behind the campaign, told l’ADN. The strength of the company lies in “its roots, the French state of mind: when you put one foot in an Air France plane, you are already somewhat in France,” she says. The campaign plays on the globally recognized “positive values” like its traditions, history, gastronomy, architecture or music.

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I Enjoyed Watching CitizenFour (The Documentary About Edward Snowden)

15 March 2015

Edward Snowden (left) shows journalist Glenn Greenwald (right) how the encryption system works before sharing his leaked documents. Image via Spoilpolis.com.

Edward Snowden (left) shows journalist Glenn Greenwald (right) how the encryption system works before sharing his leaked documents.

I am probably quite late (the film was released in October 2014) but it just happens that I have seen CitizenFour tonight. “Citizenfour,” the codename that Snowden gave himself prior to getting public with the NSA spying scandal, is a very interesting documentary, impartial, objective, as any documentary should be, which won the Academy Award for Best Documentary at this year’s 2015 Oscars. Read more…

How Doritos Is Using Its New Community For Marketing #CSreport2015

13 March 2015
Image via Linkedin.com (click to access article)

Image via Linkedin.com (click to access article)

After writing quite a bit about Doritos’ crowdsourcing activity of the last decade, which all started with the famous “Crash The Super Bowl” video contest, let’s have a look at the “next step” that PepsiCo’s brand seems to take. The company has indeed started a platform called Doritos Legion Of The Bold, which is  based on Flockstar, a crowdsourcing technology operated by Texas-based agency The Marketing Arm. Blogger Dan Lamoureux said about it: “It sounds like [Doritos] is so crazy for crowdsourced content that they’re going to start running lots of smaller contests all year long.  That’s an interesting bit of news in and of itself.

And indeed they are because, as I write this, Doritos has launched a dozen of marketing competitions already on this platform. It is mainly about marketing activation and consumer engagement, but tomorrow they might start running HQ-video projects or innovation contests. So, will they kill “Crash The Super Bowl” eventually? Is this a logical next step for the brand to drive consumer engagement? Here is what Doritos has used this platform for, and some thoughts about where this might lead to in the future. Long story short: I think it’s a very smart move, let’s see where it’s heading.

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My Favorites From February: Samsung’s TV Privacy Policy, Bradley Wiggins’ Evolution & Google Cardboard

1 March 2015

Yannig Google CardboardHere are a dozen of links, stories and videos that I liked in February. From Parker Higgins’ viral tweet about Samsung’s Smart TV to the Google Cardboard virtual reality gadget and a magnificent video about Dubai, I hope you’ll find some stimulating things here.  I’ve also inserted two cycling-related links where great champions, Sir Bradley Wiggins and François Pervis, tell us a little bit about their life experiences and cycling in different cultures – each in their own ways. I hope you like it, share it, and you have a great day! Read more…

My Favorties Of December: Countries As Brands, Sorbonne From The Inside & Choices Across Cultures

31 December 2014

Image via @HistoricalPics (click to see tweet)To wrap up 2014 nicely, here is a selection of links (articles, reports, interviews, photos…) that I liked and tweeted in December. Articles about crowdsourcing, content marketing, entrepreneurship and open creativity populate this wrap-up, I hope you will like them.

For me, 2015 will mark a pivot year as I will start as a full-time Marketing Manager at eYeka, shifting the focus away from research and towards driving business results for the world’s leading creative crowdsourcing platform. I just found this part of my job to keep me going more than only doing teaching and research (note that I will finish my thesis, continue working on currently ongoing research projects and start teaching marketing at ESSCA Business School, so I’m not totally changing focus).

Happy 2015 to you all! Read more…

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