In a daily life somewhat weighed down by Covid, the decrease in purchasing power, or the growth of eco-anxiety, let's not kid ourselves, a little lightness, carefreeness, and pop can’t do any harm.

The advertising and communication of brands are tinted with positivity, colors, and an ode to entertainment.

THE WORLD IN COLOR

PROMOD X PANTONE

Promod partners with Pantone and releases a collection with colors worthy of our best clothes from the 90s! Each color is associated with a particular emotion to “celebrate life.” Cosmic violet invites us to “explore new horizons.”

Truckers, balaclavas, fleece, fanny packs glow with 5 colors in a white decor in the great outdoors.

FANTA “COLOR THE WORLD”

“We need more people like them to make the world a little less gray.” This is what can be heard at the end of the Fanta France spot.

It’s fresh, it’s colorful, and it’s full of little scenes of life that bring a smile, that give hope simply.

THE SOCIAL MEDIA CULTURE BRINGS POP

We discussed it in our article 4 trends in communication in 2022 : content productions increasingly incorporate the codes of social networks in their visuals and animations. It’s pop. It’s offbeat.

From the format to the uses, through the dynamics of execution, we find a whole universe akin to that which you can encounter when interacting with friends, family, or your future crush. Feels, an app to meet people (not a dating app) illustrates this well: emoticons, emotes notably from meme culture, WTF, framing in story mode.

In the latest video achievement of Gucci x The North Face “Oakworth Station,” we find Francis Bourgeois as a guest. This Englishman is known on Instagram and TikTok for his videos related to trains. Beyond the social media codes, it is the content creators/influencers who play the role of icons for the brands.

WORDS THAT MAKE YOU SMILE

CITROËN

New campaign for the Citroën Ami Buggy car (source)

MCCAFÉ

Breathe with McCafé. A chance to take a break, a pause in a busy day. A wording borrowed from everyday life in which many people can relate.