The year 2023 in figures?
- 65% of French people feel they are well informed about climate change, among the upper socioeconomic groups.
- 73% feel they are taking action in response to this phenomenon, particularly among young people and those in higher socioeconomic groups. However, only 44% know how to do more.
- 66% of French people say they are pessimistic and think that we will not effectively fight against climate change.
Climate change has become a real issue, far more social than generational. Working-class people are increasingly less certain about the reality of this phenomenon. Will the world of tomorrow be climate-skeptical?
- 62% of French people feel that it is possible to make things change in society.
- 61% feel they understand how the economy and its financial mechanisms work.
- 65% of French people feel they lack money.
- 50% of French people say they are confident about their personal future and that of their loved ones. However, only 23% say they are confident about the future of society…
- 46% of the population reports feeling lonely. This is especially true for young people, people of modest means, and heavy users of social media.
- 32% of French people and 23% of employees believe they have a negative image of artificial intelligence.
Sharing a realistic vision of the world
To focus on details that are not details
"The Details make perfection, and perfection is not a detail. "Leonardo da Vinci claimed. And indeed, Communication also pays attention to detail. From small everyday moments to exceptional life events, more than ever brands are offering their target audiences the opportunity to experience real life moments.
Groupama
Have you heard of the "Life-Saving Gestures" program from the mutual insurance company? It offers free first aid training courses throughout France.
But Groupama goes further and intensifies its communication with influence campaigns as useful as they are original: a presentation by the creators of content playing Fortnite and Warzone in "savior mode" live on Twitch, or broadcasting offbeat videos, made by influencers Just1bisous and TristantMattioli.
Cheerz
The French company specializing in photographic products celebrates the smile in a poster campaign that certainly makes an impact. The idea? To showcase smiles and decipher the unique stories behind them.
Kiloutou
Bonds as a welcome gift? That's what the company's employees were lucky enough to receive after successfully completing their probationary period. Creating a strong emotional bond can happen through seemingly insignificant actions.which are nonetheless surprising.
Spie
Tackling the serious subject of cybersecurity in a lighthearted way is possible! In this mini-series, the cybersecurity services platform raises awareness with humor, thanks to clever analogies. Let's watch an excerpt.
Heineken
Combating stereotypes can also be done in an original way. Heineken had some fun swapping the social media accounts of two athletes during a match, a man and a woman, to see how internet users reacted to each comment. And here's what happened!
I have a confession!
Last season Heineken asked me and @jillscottjs8 to swap Twitter accounts as part of a social experiment to see if men and women are treated differently online. What happened was unfortunately predictable! An important reminder that gender bias should… pic.twitter.com/rsFJRvKoud- Gary Neville (@ GNev2) September 14, 2023
Housing
Finally, Se Loger reminds us with humor that you don't choose your neighbors and takes the opportunity to continue "but you can find your ideal home on Se Loger".
To accompany this sloganthe brand has deployed a feature that we at We Are COM particularly appreciatedIndeed, Se Loger opted to purchase ad space on music platforms, inserting fake neighborhood disputes, obviously encouraging the unsuspecting residents to turn down the volume. This sonic illusion reached over 11 million listeners.
Speaking the truth, again and again
« Keeping things simple is probably the most sophisticated goal in the world. " Steve Jobs declared. And indeed, this year, The brands dared to communicate in a simple and authentic way.Speaking the truth was once again at the heart of many communication strategies. Let's break it down.
Burger King
To be honest, the fast-food chain decided to play on stereotypes, opting for a straightforward approach. A simple and effective campaign for Burger King, which embraces its message by declaring things like, "We'll spill your drink too," "We'll forget the sauces too," or even "We'll go to the wrong floor too."
Burger King always
The network is also being upfront about its recruitment strategy. With its "Recruit Us" campaign, it admits it's not offering a "dream job," preferring to call it a "great opportunity." Let's take a look!
Shine
Sincerity also extends to employer branding, with Shine, which unveiled its "salary estimator". Current and future employees are therefore playing by the rules of transparency., particularly on LinkedIn.
Planned Parenthood x Netflix
This collaboration may seem surprising. And yet it makes sense, since these two brands have joined forces for the occasion of the launch of the 4(entering XNUMXth grade) season of the series Sex Educationto raise awareness among younger people about sexuality via a hotline.
Sarah Durocher, President of the Family Planning Association, explained: Joining forces with the series Sex Education is a natural fit for Planned Parenthood, especially now that access to reliable and inclusive information about sexuality, sexual health, and relationships is at risk. Pop culture can help address these topics accurately. Since the very first season, teenagers have been spontaneously talking to us about the show! »
Heetch
The ride-hailing service had the brilliant idea ofusing artificial intelligence to combat stereotypes, particularly those affecting the suburbs.
How? By asking midjourney to generate images, the prompts of which contained the term "suburbs." The results were undeniable: Midjourney displayed images full of clichés. Subsequently, the brand encouraged its audience to send a postcard, with an explanatory message, to the 11 employees of this AI.
RATP
Dare to speak outThis is also the approach taken by the RATP, which raises awareness among all its employees about sexist behavior and sexual violence, in this testimonial video.
To be combative in one's offer
The French author and intellectual, Alain Etchegoyen, asserts this: "To be responsible is to have the capacity to answer. The term is beautiful, because it designates both the act of answering for one's actions and being accountable for them in the strict sense." Defending purchasing power is good, but defending a strong vision and commitments is even better. More than ever, brands are offering socially responsible products and services.
IKEA
The famous Swedish brand is developing a simple and effective campaign to combat inflation, by presenting the unchanged prices of its products since 2020. The result? "Inflation has made (its offer) even more affordable."
Intermarché
To go even further in this fight against inflation, The supermarket chain denounces "shrinkflation", the deceptive practice of maintaining the price of a product by reducing its contents. Intermarché is taking a more aggressive approach than usual against Knorr, Findus and Le Petit Marseillais.
Green light
It is through the speeches of its famous mascot that Feu Vert defends purchasing power, all with a touch of humor. the countryside deployed on television, in cinemas, on radio and online.
REWE
The German cooperative, for its part, relies on promotional codes to showcase its decarbonization commitments.
Asket
Still on the subject of eco-responsibility, the ready-to-wear brand Asket stands out by offering each buyer an "impact receipt", detailing the emissions caused by the design, packaging and shipping of the purchased product. Yes, commitments are everywhere, even where you least expect them.
Highlighting the extraordinary nature of professions
« If we look ahead to the next century, leaders will be those who value others. "says Bill Gates. And indeed, brands are highlighting their employees, their expertise, and their professions. They are looking for the exceptional everywhere, especially in the everyday lives of their target audiences.
MACSF
MACSF pays tribute to healthcare professionals through the podcast "My Great Adventure". encourages young specialists in the sector to share their early years of experience.
Olivia Chevalier, Head of Commercial Communication at MACSF, explains: Today, we favor podcasts for our conversations with young healthcare professionals. They create a special time, a kind of added intimacy, conducive to sharing. Without the fear of the camera or being seen… it allows them to delve deeper into their experiences, both good and bad. It's authentic! »
FNAC
Authenticity vs. algorithms. To highlight the extraordinary nature of its professions, FNAC is launching a poster and social media campaign denouncing the reign of algorithms, and of course the limitations of these artificial intelligences. faced with the non-artificial intelligence of its collaborators.
Little by little, algorithms are trapping us in a culture where nothing surprises us anymore. Let's liberate culture. 👊 #fnac pic.twitter.com/BAoRwdejlh
— Fnac (@Fnac) March 26, 2023
Doctolib
And how does Doctolib value healthcare professionals? The answer in pictures.
Employment center
The public institution, recently renamed France Travail, has chosen to highlight transport and logistics professions, by calling on a content creator, Gaëtan Barka. Thanks to the "An Hour With" format, this Yofunder presented an hour in the lives of professionals in the sector on Snapchat. Results? More than 2 million impressions.
Orange
Finally, Orange stands out in a completely unexpected way by paying tribute to its customer service via a web series made up of pranksFrom a Parisian nightclub to a remote island in Brittany, via catacombs or even a funfair… everything was designed to make the job of the French operator's customer service team more difficult. A great way to demonstrate the commitment and professionalism of the group's employees.
Living with one's time and expectations
To establish itself as a multifaceted brand
« In communication, the most complicated thing is neither the message nor the technique, but the receiver. "According to Dominique Wolton." Living with the times and adapting to the expectations of new audiences is, above all cultivating audience diversity and integrating the community aspect to its communications.
Lacoste
To mark its 90th anniversary, the crocodile brand has decided to celebrate those who have made it what it is today, all over the world. An original global communication campaign that appeals to all cultures.
Eurostar
In a vibrant, bold, and colorful world, Eurostar chooses to boosting your brand by leveraging your key attributes European, inclusive, unique and sustainable. Results?
IKEA
For the start of the school year, IKEA has produced an animated commercial aimed at Gen ZThe company knows that an emotional connection between a community and a brand is something that is cultivated over the long term.
Camaieu
Once again, the issue of generations is central. The ready-to-wear brand has announced its big comeback, collaborating with the very famous influencer, Léna Situation. The message of this campaign is incredibly simple: Camaïeu is looking for its next "Communications Boss". It's ingenious to use influencer marketing to remind audiences that you're cool, iconic, and modern.
Nike
Finally, let's take a look at Nike's well-thought-out campaign. To mark World Down Syndrome Day, the American brand retraced the story of the first athlete with Down syndrome sponsored by Nike, Chris Nikic. This initiative is complemented by concrete and visible activations: runners and runner ambassadors.
Playing with cultural codes
« A brand is simply emotion. You can't touch it, you can't smell it. It's in our minds. "says Martin Lindstrom, a Danish neuro-marketing specialist. Yes, brands exist in our minds, and in that way, they become true cultural references. References which themselves will play on other references, with the aim of always standing out more, by cultivating their singularity.
Orange
In 2023, the French group offered a compilation of the best plays from the French men's and women's national teams. This is one of the We Are COM team's favorite campaigns!
Coworking Morning
The company specializing in workspace rentals had fun with modernize stock photos that represent an outdated view of workers' daily lives. A clever way to play with the codes, renewing them with authenticity.
Mercedes-Benz
Janis Joplin, Eminem, Beyoncé… Did you know that Mercedes-Benz was the most cited car brand in music history, through more than 16.000 songs? That was all the car company needed to have the bright idea of signing a partnership with Radio Nova and Universal Music France., with the aim of creating an iconic playlist and a limited edition double vinyl.
Louis Vuitton
The artist Yayoi Kusama, in partnership with the luxury fashion house, has adorned major capital cities with stunning installations. And The most impressive of all is undoubtedly the brand's iconic suitcase, XXL version, which could be seen on the facade of the Champs Elysées store.
Arkea
How to promote carpooling internally? The bank produced a mini musical, featuring 61 of its employees. This internal video ultimately garnered over 10.000 views on YouTube in just one month, proving that playing on cultural codes can effectively convey all sorts of messages. Furthermore, Arkéa is taking this a step further by offering its customers a mobility package to encourage carpooling.
Coca-Cola
And the best AI-generated commercial goes to… Coca-Cola. The soda brand enlisted Electric Studio, photographer Ben Todd, and used the generative artificial intelligence Stable Diffusion to create this short film brimming with photorealistic images. Action !
Expressing one's nostalgic side
« Products are manufactured in factories, but brands are born in people's minds. "According to Walter Landor." Every brand has a heritage and this year the trend is nostalgia. Brands are going retro and address their target audiences using very specific codes.
Volvic
« It's always the same routine. First the left leg, always. Socks, shoes, always. Then the right leg. And then a sip of Volvic. Always. It's good! Does that make you a little nostalgic? Well, on the occasion of the Rugby World Cup, It was Antoine Dupont who had fun recreating Zinédine Zidane's iconic commercial., for Volvic.
Evian
Evian, still a mineral water brand, is also getting into advertising recycling, for the 10th (entering XNUMXth grade) anniversary of the “Baby & me” campaign.
Casino
Did you know that in 2023, the Casino brand celebrated its 125th anniversary? For the occasion, The brand has revived its iconic products in a 20s design, in a limited edition.The same applies to Monoprix, a subsidiary of the group, which has chosen to re-market iconic Prisunic products.
TF1
The television channel launches her very first ready-to-wear collection. A unisex clothing line in a retro style, with pieces ranging from 8 to 60 euros. Will you be tempted?
Offering a break, or an experience
Jean-Luc Godard explained that " It's not the event itself that's important, it's how we recreate it… each in our own way ». Has the era of frenetic advertising and hyper-communication finally come to an end? The trend is towards experience. More and more, brands are dazzling us with spectacular experiential content.
SNCF
It is indeed very clever to Hiding an advertisement in a crossword puzzle, to target senior citizens! A campaign broadcast in the press and on RTL, to encourage seniors to travel during off-peak hours.
Audiovisual playlists
A trend for 2023, the audiovisual playlist offers a truly immersive experience, a far cry from the choppy ads we're used to seeing on YouTube. If you have an hour to spare, why not indulge in an audiovisual break with Apple, Lego, or Nissan?
swile
Continuing its tradition of original experiences, Swile offers a tarot card reading! An excellent game to play at the office, it will surprise you with its amusing and quirky answers. Once again, Swile delivers. an ingenious employer branding campaign, perfectly tailored to its target audience. What was your prediction for 2024?
Maybeline
Giant eyelashes on a train or bus? Why not! This is the experience that Maybelline hasn't really offered Londoners this year. This unexpected, entirely fabricated promotion for the launch of a new mascara has made the buzz on the Social Media.
Klorane
The skincare brand has ventured into gaming with "BotaniQuest" on Twitch. This game offers an interactive quest to discover the many virtues of flowers and medicinal plantsMany streamers have taken up the challenge, like Baghera Jones, who explored the Red Dead Redemption 2 map in search of botanical plants.
Dare to assert yourself and reinvent yourself
Rejuvenating your branding
« If you think that good design is expensive, you should consider the cost of bad design. "That's amusing," joked businessman Ralf Speth. Brand image is conveyed through design.Designing branding that is in tune with the times and adapted to new codes allows your brand to modernize its image with current and future target audiences.
Deezer
The music streaming platform has fundamentally redesigned its branding, recently sporting a brand new logo and revisiting its application. To encourage users to "experience the music," the logo. The brand's logo now resembles a vibrant heart, its vibrations both cardiac and musical. Well done!
Pepsi
The cola company also revamped its branding for its 125th anniversary.(entering XNUMXth grade) birthday. A new logo inspired by our brand's nostalgia trend, since it is relatively close to that of the 80s.
BforBank
What does the symbolism of the frog evoke for you? This friendly animal embodies relaxation, resilience, freshness, liveliness, and even naturalness. This small amphibian also has the ability to announce good weather or the time to take shelter. In short, BfofBank has found its new logo with this smiling frog in bold colors, formed by the two Bs of the brand placed back-to-back.
IBIS
The hotel chain wishes to provide its customers with Instagrammable experiences. How? Through its new branding and by giving each of its 600 Ibis Styles hotels a unique identity. A Beatles hotel in Liverpool, a sardine theme in Marseille, or even a Wonderland in Wroclaw, Poland. Which one appeals to you?
Adagio
The aparthotel rental network is also focusing on the illustrative approach with a more colourful identity to accompany the new brand signature "Here for You", always with the same promise to let you experience "the city with a light heart".
The French Red Cross
The humanitarian aid association encourages young people to be "enthusiastic" in supporting their actions. A visually striking campaign with a clean design, which plays on the stereotypes of youth.
To tell one's story like a legend
« There is no advertising as powerful as a good reputation that travels fast. "Brian Koslow taught us. And today, in particular," Brands become cultural phenomena and are recounted like legends. much to the delight of their fans.
Barbie
Of course, we couldn't ignore the Barbie phenomenon. It was certainly the biggest advertising film of the yearHats off to Mattel, whose sales increased by 20% in France and whose film's revenue exceeded one billion dollars.
Gran Turismo
In the same vein, This film also tells us a very beautiful brand story.The story is that of a working-class gamer who, thanks to a video game, manages to join the GT Academy to become a real racing driver. Finally, he arrives 3(entering XNUMXth grade) to the famous 24 Hours of Le Mans race, thank you Nissan and Playstation.
Tag Heuer
Some advertisements come very close to 7(entering XNUMXth grade) Art. Like this campaign for Tag Heuer, in which Ryan GoslingBehind the scenes of a film shoot, he refuses to return his watch to a prop man. We won't tell you any more, just watch.
McDonald's
We leave the big screen to focus on this irresistible minimalist spot From the fast-food chain. An advertisement with almost no logo and no jingle! You be the judge.
The milk girl
Telling oneself a legend can also be done thanks to artificial intelligence. The Milkmaid tells us a new interpretation of Vermeer's famous painting the same name.
Focus on humor and self-deprecation
« Humor is the shortest distance between two people. ", according to cartoonist Georges Wolinski. And the brands have clearly understood this well.
Intermarché
That's funny, we like it! Look.
Heineken
The beer brand is very often misspelled by consumers. And that's what they decided to capitalize on, launching a self-deprecating campaign for their 150th anniversary. The message? All these mistakes don't matter, the important thing is to have a good time, quite simply.
Ebay
Always with a touch of humor, eBay plays on preconceived ideas. A teenager disappointed at the sight of his Ebay package, a mocking office colleague… yet, all are surprised when they open their package.
SNCF
"Because we're all in the same train" is a Transilien SNCF Voyageurs poster campaign that humorously gets inside the heads of its users. Highly successful visuals and impactful messages.
Surprise with ingenuity: the final point of this trends workshop
Let us conclude this workshop by quoting Victor Hugo: There is nothing in the world as powerful as an idea whose time has come. » "Boring" communications are outdated.Brands are seeking to engage their target audiences in ingenious ways, to surprise them in order to stand out from the crowd. And this latest trend is giving us original and surprising campaigns.
Distance
A store that encourages theft? Incredible but true with the Distance brand, which encouraged its customers to fly. They could keep their loot as long as they escaped the security guard, Mickaël Zézé, one of the fastest sprinters in history. The "Rob It To Get It" campaign was the recipe for a successful publicity stunt. In the end, only two "thieves" managed to evade the guard.
Volkswagen
Recruitment messages hidden in cars, Volkswagen did it. These messages were placed on the parts most frequently subjected to maintenance. The campaign was launched on social media and amplified by mechanic influencers.
Accor
The hotel giant's idea? To create the illusion, for one week, of the existence of a new paradise, ALLCOM. An incredible place, bringing together all the best photos of holiday destinations in one single location. For this sting operation, Accor surrounded itself with several influencers and bloggers. Finally, the group revealed the deception; ALLCOM is actually All.com, the destination of all destinations.
swile
Who said a CSR report had to be boring? Not Swile, in any case. Judge for yourself.
Apple
One more thing. Yes, we're ending this inspiring workshop on communication trends with Apple's "Mother Nature" ad, a must-see for 2023.
Watch the full replay and tdownload the presentation materials
