“The display is a creative space within itself” – Figure

Melanie Panek

How do you view this medium?

Melanie Panek : My experiences as president of the jury at the 47th Grand Prix for External Communications, in previous editions and as president of the jury on the occasion of the Cannes Lions, allow me to observe that this medium is much more than a simple poster or a digital screen. It’s for advertising communication that for piano music: an essentially classical and traditional instrument that can be used in a modern and innovative way, like this year’s External Communications Grand Prix. On the occasion of the launch of the documentary series in Orleans, Amazon bought all the billboards along the road from Cannes, where the artist is, to display a photo gallery showing his life back miles and miles from Paris.

Pierre-Henry Bachat : Outdoor communication, through its various formats, is truly a creative space in its own right. The practice of “posters” is often regarded as an artistic aristocracy for advertisers. For advertisers, they can rarely do without this media that speaks to the largest number on the street and more often invests heavily in creating key campaigns with an event dimension.

What are the creative guidelines to consider in the exhibition?

PM : First, consider the poster as a medium of collective emotion. Then creation must be in the service of thought only! Which can then be expressed differently. Sometimes very talkative, like the DDB campaign for the team, sometimes very refined, like most luxury campaigns, and then completely different from time to time, for example when France tapes the real actors of Carrément Craignos on television 4×3.

Pierre-Henry Bachat

Pierre-Henry Bachat

Ph.B. : Creation takes into account the context – format, location, duration, etc. – The more effective and relevant it is. The power of relevance is proven because it improves memory response (+ 18%), ad withdrawal (+ 17%) and has a positive effect on sales (+ 16%). 1. It is our duty to advise advertisers and media agencies. Posters come into their own when the concept, creation and staging are perfectly matched. At JCDecaux Live, we set up interactive campaigns that exploit all the possibilities of OOH and DOOH. We did a really powerful stunt for the Disney Parallels, with a character trapped in a bus shelter box and interacting with pedestrians to get out of it. Brands are becoming more and more creative in digital signage and they can go much further.

Does creativity have a measurable effect on advertisers’ goals?

Ph.B. : Of course, and we have specific KPIs in this regard. For example, in Peugeot’s branding campaign 2The effects indicators measured with Ipsos are excellent: 158 recognitions, 189 attributions, 163 approvals and 117 brand connections. Just like the Dior J’adore campaign 3 With 177 recognitions, 460 attributions, or 279 brand links. Our section, dedicated to XXL format, has made a lasting impression on other spectacular creations of JCDecaux Artvertising. Ten years later, we are still being told about the incredible live painting of Jean Charles de Castelbajak at Samsung’s Consortium or about a famous perfume campaign whose bottle was reproduced with 800 mobile sequins in front of the Musée d’Orsay. This chronic memory trace is not really measurable but it is the most beautiful reward!

PM : The desire to get out of the codes, shown lately by certain advertisers, especially in the automotive sector, is a good indicator of the role of creativity in the influence of advertising.

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Source: 1. The Moment of Truth Study, UK 2021. 2. Ipsos Post-Test April 2021. 3. Ipsos Post-Test February 2021. Photo: DR.

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