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Advertising
campaigns

Advertising agency in Lyon

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You’re going to love being seen.

A man wearing glasses gives a thumbs-up through a porthole in the comedy It’s Print O’Clock

The PE
way.

A campaign starts with a challenge: introducing an offer, establishing a brand or inspiring people to join a business. Picture Element turns it into a creative idea and builds the campaign around it. Strategy, copywriting, art direction and project leadership: we keep the thread from the brief to each expression of the campaign.

Ask the question that shapes the campaign

What should your audience understand? What should they remember about you? What action do you want to make possible? We clarify the objective, audiences and message before choosing the formats. Those decisions also guide the indicators to track.

Find an idea that belongs to the brand

A character, a situation, a line: the concept gives your promise a recognisable form. We develop the story, visual language and campaign executions around that shared idea. Each piece should lead people back to your brand.

Design for the way the campaign will be used

A campaign can live in a film, a social ad, printed material or a landing page. We define the role of each format and prepare its adaptations. Depending on the project, PEP’S handles audiovisual production and Share Bien works on creator collaborations. The campaign and its responsibilities are defined together.

Print O’Clock: a print campaign you can hold

The comedy puts personalised print products at the centre of the story. The idea continues in a catalogue and a box: products discovered on screen reach customers’ hands. The case shows how to prepare a campaign for several ways of experiencing a brand.

View the case study

Clavel: a character that brings an offer to life

With Simone, ‘Assure ta vieille !’ gives Clavel a character and a voice. Films and photographs establish an advertising world the brand can use around its car insurance offer.

View the case study

An elderly lady driving a blue 2CV, visual from the Clavel "Assure ta vieille !" campaign

Before you launch your campaign

The ingredients of a useful creative brief

A useful brief defines the priority audience, its barrier, the value proposition and the available evidence. An insight is an observation about that audience that opens a creative route: a habit, a tension or an expectation. Then state the message people should remember. This work informs copywriting and art direction, down to the choice of words, characters and images.

Our advice: put the concept through a format test

Test your idea on a poster, a film opening and a social ad before producing the full set of assets. Is the benefit clear? Can people identify the brand? Do they know what to do next? Build the adaptation plan around each placement’s formats and constraints. If the campaign leads to a landing page, that page should carry through the advertised promise and make the next action easy to find.

Choose the indicators before launch

For awareness, review reach and frequency, then any available recall measures. For an offer, follow the journey through to the action defined in the brief. Agree on measurement, the media plan and each contributor’s responsibilities together. A click records a response; its meaning depends on the quality of the visit and the chosen attribution model.

Have a deadline in mind? Let’s start with the challenge.

A launch, a recruitment campaign or a change of image: tell us what your next campaign needs to move forward.

Let’s talk about your project

Useful questions before we begin

Can we come to you with a challenge rather than a creative brief?

Yes. Your objectives, offer and target audiences are the starting point. We can build the brief with you.

Does an integrated campaign need to be everywhere?

Channels are selected for their role in the campaign. Consistency comes from the idea and how its different executions work together, rather than the number of formats.

Who handles production and distribution?

The scope is agreed at the outset. Picture Element leads strategy and creative development; production, influencer marketing and media specialists are brought in as needed. We establish who handles media planning, buying and delivery reporting from the start.