{"id":4117,"date":"2019-06-25T18:25:00","date_gmt":"2019-06-25T17:25:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/on-craft-creativity-hand-in-hand-towards-more-impactful-campaigns\/"},"modified":"2025-03-14T18:12:14","modified_gmt":"2025-03-14T17:12:14","slug":"lart-et-la-creativite-main-dans-la-main-pour-des-campagnes-plus-percutantes","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/lart-et-la-creativite-main-dans-la-main-pour-des-campagnes-plus-percutantes\/","title":{"rendered":"L’art et la cr\u00e9ativit\u00e9 : main dans la main pour des campagnes plus percutantes"},"content":{"rendered":"\n
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Tout commence par une id\u00e9e<\/h4>\n

Le client a expliqu\u00e9 sa probl\u00e9matique commerciale, l\u2019\u00e9quipe cr\u00e9ative a \u00e9t\u00e9 brief\u00e9e et commence \u00e0 cogiter. Les cerveaux s\u2019\u00e9chauffent, r\u00e9fl\u00e9chissent, h\u00e9sitent, imaginent. Et puis d\u2019un coup, vous tenez la bonne id\u00e9e. Celle dont vous \u00eates s\u00fbrs qu\u2019elle va r\u00e9soudre le probl\u00e8me de votre client. Ou du moins vous le pensez.<\/p>\n

Mais ce n\u2019est que le d\u00e9but<\/h4>\n

Vous avez l\u2019id\u00e9e du si\u00e8cle ? Super ! Mais maintenant, comment la concr\u00e9tiser et la rendre intelligible pour qu\u2019elle touche le consommateur au premier coup d\u2019\u0153il ? Comment faire pour s\u2019assurer de la pertinence du design, de la formulation, du message ? C\u2019est l\u00e0 qu\u2019intervient la notion d\u2019art : la ma\u00eetrise de toutes les comp\u00e9tences artistiques n\u00e9cessaires \u00e0 la r\u00e9ussite du projet, de la direction artistique au graphisme en passant par la r\u00e9daction et m\u00eame la technologie.<\/p>\n

La cl\u00e9, c\u2019est l\u2019art<\/h4>\n

Plus ces comp\u00e9tences artistiques sont ma\u00eetris\u00e9es, meilleur en sera le produit final, et plus grandes seront les chances, pour votre id\u00e9e, de sortir du lot. C\u2019est ce qui vous permet d\u2019entrer vraiment dans les d\u00e9tails et de traiter tous les aspects du projet avec pr\u00e9cision pour optimiser l\u2019effet sur les consommateurs.<\/p>\n

Recherche de sens et de valeur ajout\u00e9e<\/h4>\n

Bien entendu, m\u00eame les plus grands talents artistiques ne peuvent pas sauver une id\u00e9e banale. L\u2019un ne va pas sans l\u2019autre. L\u2019id\u00e9e doit partir d\u2019un constat pertinent, d\u2019un insight fort, et doit \u00eatre d\u00e9velopp\u00e9e avec un but pr\u00e9cis. L\u2019art vient ensuite, pour \u00e9toffer l\u2019id\u00e9e et lui donner encore plus de valeur ajout\u00e9e. C\u2019est ce que l\u2019on peut appeler le \u00ab triangle d\u2019or \u00bb : trouver l\u2019\u00e9quilibre parfait entre l\u2019id\u00e9e et la r\u00e9alisation artistique pour obtenir un impact maximum.<\/p>\n

L\u2019art demande un v\u00e9ritable engagement<\/h4>\n

Il faut beaucoup travailler pour trouver la bonne repr\u00e9sentation artistique propre \u00e0 chaque id\u00e9e : votre \u00e9quipe cr\u00e9ative doit porter cet engagement dans son ADN \u2013 comme toute l\u2019agence, d\u2019ailleurs. Tous les membres doivent \u00eatre impliqu\u00e9s dans cette d\u00e9marche, pr\u00eats \u00e0 am\u00e9liorer leurs comp\u00e9tences artistiques et \u00e0 stimuler la cr\u00e9ativit\u00e9 de chacun. Il faut un v\u00e9ritable engagement pour continuer \u00e0 avancer jusqu\u2019\u00e0 trouver une id\u00e9e nouvelle et parfaitement mise en valeur.<\/p>\n

Pelle Craen<\/h4>\n

C\u2019est adolescent que Pelle a d\u00e9couvert son amour des mots. Une fois la vingtaine, il s\u2019est mis \u00e0 jouer avec eux, ce qui l\u2019a conduit \u00e0 son premier job de Junior Copywriter. Petit \u00e0 petit, le Junior est devenu Senior, les choses se sont mises en branle et, vers la trentaine, il assumait des missions de freelance pour de nombreux agences et annonceurs.<\/p>\n

Fort d\u2019une solide exp\u00e9rience tant en strat\u00e9gie qu\u2019en copywriting, c\u2019est en 2017 que Pelle a pris la direction de l\u2019\u00e9quipe cr\u00e9ative au sein d\u2019Altavia ACT*, avec pour mission de cr\u00e9er des campagnes percutantes pour divers clients tels Proximus, Goodyear, Nespresso, BNP Paribas Fortis, Shell, R\u00e9my Cointreau, Tom&Co, Makro ou encore AG Real Estate.<\/p>\n

Il est reconnu comme une personne d\u00e9termin\u00e9e qui se d\u00e9voue corps et \u00e2me \u00e0 chacune de ses missions. \u00c0 ses heures perdues, il aime \u00e0 pr\u00e9tendre savoir chanter. Son amour pour sa femme et son chien surpasse celui qu\u2019il a pour la publicit\u00e9. Pour des raisons \u00e9videntes de prononciation, nous tairons son mot pr\u00e9f\u00e9r\u00e9* (en n\u00e9erlandais), mais si nous devions vous l\u2019expliquer, ce serait un peu comme notre \u00ab anticonstitutionnellement \u00bb, puissance 10. Oui, ils sont fous ces Flamands, mais c\u2019est aussi \u00e7a, le secret de la cr\u00e9ativit\u00e9 !<\/p>\n

*Puisque vous insistez, le voici\u00a0: hottentottententententoonstelling. On vous avait pr\u00e9venus.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Les grandes id\u00e9es sont rares. Et m\u00eame lorsque vous en avez trouv\u00e9 une, ce n\u2019est qu\u2019apr\u00e8s lui avoir ajout\u00e9 ce qu\u2019il faut de ma\u00eetrise artistique qu\u2019elle prendra toute son ampleur. Pelle Craen, Directeur cr\u00e9atif chez Altavia ACT*, explique comment l\u2019art est au c\u0153ur d\u2019un travail cr\u00e9atif efficace.<\/p>\n","protected":false},"author":10,"featured_media":3372,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[196],"class_list":["post-4117","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nLivraison Locale - Le Boom en Chine - Altavia<\/title>\n<meta name=\"description\" content=\"En Chine, la livraison de proximit\u00e9 explose, port\u00e9e par le digital et les attentes clients. 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