{"id":1324,"date":"2011-07-20T12:50:24","date_gmt":"2011-07-20T10:50:24","guid":{"rendered":"http:\/\/www.ferembach.com\/cestquilescreas\/?p=1324"},"modified":"2011-08-31T09:15:11","modified_gmt":"2011-08-31T07:15:11","slug":"aurelie-breton","status":"publish","type":"post","link":"https:\/\/www.ferembach.com\/cestquilescreas\/directeurs-artistiques\/aurelie-breton\/","title":{"rendered":"Aur\u00e9lie Breton"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1368\" title=\"aureliebreton\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/aureliebreton-600x210.jpg\" alt=\"\" width=\"600\" height=\"210\" srcset=\"https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/aureliebreton-600x210.jpg 600w, https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/aureliebreton.jpg 1000w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><span style=\"color: #5cc5ed;\">Bonjour Aur\u00e9lie, tu es DA chez Lachose quel a \u00e9t\u00e9 ton parcours ?<\/span><br \/>\nJ&rsquo;ai une licence dans les sciences de l&rsquo;information et de la comm&rsquo;&#8230; c&rsquo;\u00e9tait plut\u00f4t acc\u00e8s audiovisuel, journalisme&#8230;<br \/>\nPuis un deug de Filmologie (me demander pas \u00e0 quoi \u00e7a sert au juste)&#8230;Puis ensuite 2ans \u00e0 sup&rsquo; de cr\u00e9ation \u00e0 Roubaix, mes meilleures ann\u00e9es d&rsquo;\u00e9tudes.<br \/>\nSortie de Sup de cr\u00e9ation en team, ma premi\u00e8re agence a \u00e9t\u00e9 JWT, pendant 5ans, ensuite Havas City, et enfin La chose<\/p>\n<p><span style=\"color: #5cc5ed;\">Depuis combien d&rsquo;ann\u00e9es travailles tu dans le milieu de la publicit\u00e9 ?<\/span><br \/>\nDepuis 7 ans<\/p>\n<p><span style=\"color: #5cc5ed;\">Tu as h\u00e9sit\u00e9 a faire de la pub ? Qu&rsquo;est ce qui t&rsquo;as donn\u00e9 envie d&rsquo;en faire ?<\/span><br \/>\nJe n&rsquo;ai pas h\u00e9sit\u00e9 une seule seconde, j&rsquo;ai voulu tr\u00e8s vite en faire, ce qui me plaisait c&rsquo;\u00e9tait de trouver des id\u00e9es, et raconter des histoires tout en ayant des contraintes.<br \/>\nEt c&rsquo;est plus pr\u00e9cis\u00e9ment Jean Pierre dans ma sorci\u00e8re bien aim\u00e9 qui m&rsquo;a donn\u00e9 envie d&rsquo;en faire&#8230; ou plut\u00f4t sa femme qui lui soufflait toutes les id\u00e9es h\u00e9h\u00e9&#8230;<br \/>\nEt puis aussi les pubs qui me faisait marrer dans culture pub, que je suivais religieusement.<\/p>\n<p><span style=\"color: #5cc5ed;\">Tu travailles avec qui et sur quoi chez Lachose ?<\/span><br \/>\nJe suis en team avec Joseph Dubruque, nous sommes arriv\u00e9s il y a \u00e0 peine 3 mois, nous sommes pour le moment sur pas mal de compet&rsquo;&#8230;<\/p>\n<p><span style=\"color: #5cc5ed;\">Parles nous de deux trois choses que tu as faites en pub qui t&rsquo;ont marqu\u00e9es<\/span><br \/>\nMon 1er film \u00ab\u00a0the animal lover\u00a0\u00bb de kit kat, une campagne print pour wilkinson, et une s\u00e9rie de films viraux pour les courses en ligne Monoprix :<\/p>\n<p>http:\/\/www.youtube.com\/watch?v=fULcgl4eF3Q&#038;feature=relmfu<\/p>\n<p><span style=\"color: #5cc5ed;\">Tu fais quelque chose en parall\u00e8le de ton m\u00e9tier<\/span><br \/>\nAvec une pote r\u00e9dac&rsquo; (Marion Thiery), on a con\u00e7u une petite s\u00e9rie de livre pour enfant, j&rsquo;ai fait les illustrations et la DA.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1361\" style=\"border: 1px solid black;\" title=\"ballon\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/ballon-597x600.png\" alt=\"\" width=\"318\" height=\"320\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1366\" style=\"border: 1px solid black;\" title=\"photo 1\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/photo-1-598x600.png\" alt=\"\" width=\"319\" height=\"321\" srcset=\"https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/photo-1-598x600.png 598w, https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/photo-1-50x50.png 50w, https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/photo-1.png 613w\" sizes=\"auto, (max-width: 319px) 100vw, 319px\" \/><\/p>\n<p><span style=\"color: #5cc5ed;\">Dans ton m\u00e9tier quel est ton meilleur souvenir ?<\/span><br \/>\nVoir les gens se marrer au cin\u00e9 devant le spot Kit Kat&#8230; \u00e7a c&rsquo;est une vraie r\u00e9compense, et \u00e7a fait vraiment super plaisir.<\/p>\n<p><iframe loading=\"lazy\" title=\"Kit Kat - Animal Lover\" width=\"1080\" height=\"810\" src=\"https:\/\/www.youtube.com\/embed\/-UdA01vlViU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Ensuite, quand on nous a annonc\u00e9 que l&rsquo;on avait gagn\u00e9 un lion pour Wilkinson, j&rsquo;\u00e9tais avec ma r\u00e9dac&rsquo; de l&rsquo;\u00e9poque (AnneLaure Naumowicz) \u00e0 Barcelone sur un tournage, et \u00a0on ne s&rsquo;y attendait vraiment pas, on \u00e9tait sur un nuage&#8230; On aurait bien aim\u00e9 \u00eatre \u00e0 Cannes pour f\u00eater \u00e7a !!<br \/>\nEt derni\u00e8re chose, ma premi\u00e8re grosse prod&rsquo; ac Annelaure toujours, \u00e0 LA et \u00e0 Montr\u00e9al, c&rsquo;\u00e9tait pour Sunsilk, il y avait pas mal de pression, car c&rsquo;\u00e9tait une campagne pour l&rsquo;international, mais l&rsquo;exp\u00e9rience \u00e9tait g\u00e9niale&#8230; C&rsquo;est quand m\u00eame un des avantages de ce m\u00e9tier, c&rsquo;est de pouvoir voyager, l&rsquo;exp\u00e9rience de la prod etc&#8230; , je ne suis pas pr\u00eate de m&rsquo;en lasser.<\/p>\n<p><span style=\"color: #5cc5ed;\">Et le pire ?<\/span><br \/>\nComme pour beaucoup, les tournages de vestes des clients, les pertes d&rsquo;\u00e9nergies parfois dans certains aller-retour, pour du moins bien&#8230;Pour des questions d&rsquo;ego mal plac\u00e9.<\/p>\n<p>Les tests aussi&#8230;<\/p>\n<p><span style=\"color: #5cc5ed;\">Le truc qui t&rsquo;a fait le plus halluciner ?<\/span><br \/>\nLes imposteurs&#8230;<br \/>\nEt les moyens \u00e9normes que l&rsquo;on peut mettre parfois dans une pub (enfin, finalement c&rsquo;est de plus en plus rare)<\/p>\n<p><span style=\"color: #5cc5ed;\">Ce que tu pensais pas faire un jour ?<\/span><br \/>\nPour des maquettes parfois, on est amen\u00e9 \u00e0 faire et \u00e0 shooter des trucs bien d\u00e9biles&#8230; genre shooter des poils de chiens, etc&#8230;<\/p>\n<p><span style=\"color: #5cc5ed;\">Quelle sont les pub qui t&rsquo;ont le plus marqu\u00e9es ?<\/span><br \/>\nIl y a beaucoup de pub Levi&rsquo;s qui m&rsquo;ont marqu\u00e9 quand j&rsquo;\u00e9tais ado, j&rsquo;adorais \u00e0 chaque fois la r\u00e9al, \u00e0 chaque fois diff\u00e9rentes, et puis les musiques qui les accompagnaient&#8230;. Apr\u00e8s je n&rsquo;ai pas encore regard\u00e9 tous les r\u00e9sultats de Cannes.<br \/>\nMais Sinon, Grosse claque au cin\u00e9 quand j&rsquo;ai vu cette pub r\u00e9alis\u00e9e par Spike Jonze, tant par l&rsquo;univers, que par la voix de Karen O est dingue, j&rsquo;adore ce morceau dommage qu&rsquo;il ne soit pas plus long :<\/p>\n<p>ADIDAS,<\/p>\n<p><iframe loading=\"lazy\" title=\"Adidas Commercial by Spike Jonze Music: KAREN O.\" width=\"1080\" height=\"810\" src=\"https:\/\/www.youtube.com\/embed\/_Zvqf3sF0b4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Je l&rsquo;ai tellement regard\u00e9 en boucle cette pub, tellement elle me fait rire, probablement parce qu&rsquo;\u00e0 un moment donn\u00e9, je me suis sentie concern\u00e9e&#8230;<br \/>\nCarrer Builder<\/p>\n<p>http:\/\/www.youtube.com\/watch?v=1W3hzJNSkqs<\/p>\n<p>Celle ci pareil, grosse barre de rire pour Budlight, \u00e7a me parle :<\/p>\n<p><iframe loading=\"lazy\" title=\"Bud Light Commercial - The Arrival\" width=\"1080\" height=\"810\" src=\"https:\/\/www.youtube.com\/embed\/dL9hj9dLFvA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Et puis le film tijii, je l&rsquo;adore :<\/p>\n<p><iframe loading=\"lazy\" title=\"TIJI\" width=\"1080\" height=\"810\" src=\"https:\/\/www.youtube.com\/embed\/UKVwb9Sk6Pw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Celle ci pour la d\u00e9marche et sa po\u00e9sie :<\/p>\n<p><iframe loading=\"lazy\" title=\"Tropicana  pub soleil\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/DqQFJ_KUyJE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>La campagne pour l&rsquo;humanit\u00e9 je l&rsquo;avais ador\u00e9 :<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1362\" title=\"leg-humanite\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/leg-humanite.jpeg\" alt=\"\" width=\"480\" height=\"187\" srcset=\"https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/leg-humanite.jpeg 480w, https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/leg-humanite-60x23.jpeg 60w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><\/p>\n<p>Les harvey Nichols j&rsquo;adore&#8230; :<br \/>\n<img loading=\"lazy\" decoding=\"async\" title=\"harvey\" src=\"..\/wp-content\/uploads\/2011\/07\/harvey.jpeg\" alt=\"\" width=\"600\" height=\"422\" \/><br \/>\nCette playstation :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1365\" title=\"ps2\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/formula-one-2004-game-cheetah-small-73526.jpeg\" alt=\"\" width=\"429\" height=\"279\" \/><\/p>\n<p>Et puis celle ci aussi pour son humour noir :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1346\" title=\"SHOCK_AND_SOUL\" src=\"http:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/SHOCK_AND_SOUL-600x448.jpg\" alt=\"\" width=\"600\" height=\"448\" \/><\/p>\n<p>J&rsquo;en ai oubli\u00e9, Y en a tellement finalement qui m&rsquo;ont marqu\u00e9 c&rsquo;est dur de synth\u00e9tiser&#8230; (dit elle en ayant copi\u00e9 36000 liens &#8230;)<\/p>\n<p><span style=\"color: #5cc5ed;\">Tu as des mod\u00e8les de cr\u00e9atifs dans la publicit\u00e9 ? des gens qui<\/span><span style=\"color: #5cc5ed;\"> t&rsquo;inspirent ?<\/span><br \/>\nDes gens qui m&rsquo;inspirent oui : Mimi Mathy, Miguel Indurain, et Sma\u00efn&#8230;<\/p>\n<p><span style=\"color: #5cc5ed;\">pourquoi ?<\/span><br \/>\nc&rsquo;est un clin d&rsquo;oeil \u00e0 mes amis du milieu, que j&rsquo;ai rencontr\u00e9 \u00e0 sup de cr\u00e9ation, ils m&rsquo;inspirent pas mal finalement&#8230;<br \/>\nApr\u00e8s toutes sortes de sources visuelles ou m\u00eame certaines lectures, peuvent m&rsquo;inspirer, encore faut il avoir le temps, bon ok encore faut il le prendre&#8230; En tout cas, au bout d&rsquo;un moment je pense qu&rsquo;il est important de faire le vide, en prenant le temps justement d&rsquo;aller s&rsquo;inspirer ailleurs.<br \/>\nLes r\u00e9sultats de Cannes aussi g\u00e9n\u00e9ralement m&rsquo;inspirent, en tt cas \u00e7a te donne une bonne petite claque&#8230;<\/p>\n<p><span style=\"color: #5cc5ed;\">Si tu commen\u00e7ais la pub aujourd&rsquo;hui, tu irais ou ?<\/span><br \/>\nJe tenterai certainement l&rsquo;\u00e9tranger.<\/p>\n<p><span style=\"color: #5cc5ed;\">Tu vois quoi comme changement depuis tes d\u00e9buts ? Et tu penses que le<\/span><span style=\"color: #5cc5ed;\"> milieu va \u00e9voluer de quelle mani\u00e8re ?<\/span><br \/>\nC&rsquo;est beaucoup moins tradi depuis l&rsquo;exploitation des id\u00e9es via le web etc&#8230;<\/p>\n<p>Je pense qu&rsquo;il y a des modes apr\u00e8s dans ce metier, \u00e0 sup de cr\u00e9ation on nous a appris la base de la conception via les pubs tr\u00e8s simples mais tr\u00e8s conceptuelles de BBDP et fils, \u00e0 la &lsquo;Altman&rsquo; je dirai&#8230; ensuite y a eu la mode \u00e0 la &lsquo;Vervro&rsquo;, avec des id\u00e9es tr\u00e8s 1er degr\u00e9 et des formes extr\u00eamement visuelles&#8230; et puis maintenant les id\u00e9es sont nouvelles quand elles s&rsquo;expriment \u00e0 travers des biais exp\u00e9rimentaux, \u00e9v\u00e9nementiels, via les campagnes integrated etc&#8230;<\/p>\n<p>Je pense et j&rsquo;esp\u00e8re que les campagnes iront de plus en plus vers l&rsquo;exp\u00e9rientiel&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bonjour Aur\u00e9lie, tu es DA chez Lachose quel a \u00e9t\u00e9 ton parcours ? J&rsquo;ai une licence dans les sciences de l&rsquo;information et de la comm&rsquo;&#8230; c&rsquo;\u00e9tait plut\u00f4t acc\u00e8s audiovisuel, journalisme&#8230; Puis un deug de Filmologie (me demander pas \u00e0 quoi \u00e7a sert au juste)&#8230;Puis ensuite 2ans \u00e0 sup&rsquo; de cr\u00e9ation \u00e0 Roubaix, mes meilleures ann\u00e9es [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[5,30],"tags":[],"class_list":["post-1324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-directeurs-artistiques","category-la-chose"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Aur\u00e9lie Breton &#8226; C&#039;est qui les Cr\u00e9as ?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ferembach.com\/cestquilescreas\/directeurs-artistiques\/aurelie-breton\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Aur\u00e9lie Breton &#8226; C&#039;est qui les Cr\u00e9as ?\" \/>\n<meta property=\"og:description\" content=\"Bonjour Aur\u00e9lie, tu es DA chez Lachose quel a \u00e9t\u00e9 ton parcours ? J&rsquo;ai une licence dans les sciences de l&rsquo;information et de la comm&rsquo;&#8230; c&rsquo;\u00e9tait plut\u00f4t acc\u00e8s audiovisuel, journalisme&#8230; Puis un deug de Filmologie (me demander pas \u00e0 quoi \u00e7a sert au juste)&#8230;Puis ensuite 2ans \u00e0 sup&rsquo; de cr\u00e9ation \u00e0 Roubaix, mes meilleures ann\u00e9es [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ferembach.com\/cestquilescreas\/directeurs-artistiques\/aurelie-breton\/\" \/>\n<meta property=\"og:site_name\" content=\"C&#039;est qui les Cr\u00e9as ?\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CestquilesCreas\/\" \/>\n<meta property=\"article:published_time\" content=\"2011-07-20T10:50:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2011-08-31T07:15:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ferembach.com\/cestquilescreas\/wp-content\/uploads\/2011\/07\/jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"480\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"gregory ferembach\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"gregory ferembach\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/directeurs-artistiques\\\/aurelie-breton\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/directeurs-artistiques\\\/aurelie-breton\\\/\"},\"author\":{\"name\":\"gregory ferembach\",\"@id\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/#\\\/schema\\\/person\\\/228b651374249a02f20a1921f0e2516b\"},\"headline\":\"Aur\u00e9lie Breton\",\"datePublished\":\"2011-07-20T10:50:24+00:00\",\"dateModified\":\"2011-08-31T07:15:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/directeurs-artistiques\\\/aurelie-breton\\\/\"},\"wordCount\":1094,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/directeurs-artistiques\\\/aurelie-breton\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/wp-content\\\/uploads\\\/2011\\\/07\\\/jpg\",\"articleSection\":[\".Directeur Artistique\",\"La Chose\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/directeurs-artistiques\\\/aurelie-breton\\\/\",\"url\":\"https:\\\/\\\/www.ferembach.com\\\/cestquilescreas\\\/directeurs-artistiques\\\/aurelie-breton\\\/\",\"name\":\"Aur\u00e9lie Breton &#8226; 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