R0_B0+, CANAL+'s new brand campaign

Convinced that humans are at the heart of creativity, CANAL+ is unveiling its new brand campaign with a film that reflects its perception of the use of artificial intelligence: a powerful tool to support creativity. For the global media and entertainment group, artificial intelligence can amplify creative ideas, develop or export them, but can never replace them.

Produced in partnership with the BETC agency, the campaign is the culmination of an unprecedented experiment led by CANAL+ with the support of OBVIOUS, a collective whose work focuses on where AI and art meet.

Conceived as an immersive work, the film, lasting 1 minute 28 seconds, 60 or 45 seconds depending on the format, questions the limits of artificial intelligence by contrasting them with all the richness of human creativity.

With this campaign, CANAL+ is making clear its position on the subject of artificial intelligence by defending a strong conviction that's driven it since its early days: the power of creation and imagination.

While placing technological innovation at the heart of its development, CANAL+ wants to remind us of the essence of imagination: a precious, delicate living substance specific to the human species, which is cultivated, shared and protected. In an era of developing artificial intelligence, the group believes it has never been more necessary to preserve our imagination, and reaffirms its brand signature: you can't trust just anyone with your imagination.

Launched on 6 June, the campaign, entitled R0_B0+, will be supported by a large-scale tri-media arrangement, allowing the brand to reach close to 178 million contacts with 95% coverage in the 25-49 age group.

You can view the campaign film here

About CANAL+

Founded as a French subscription-TV channel 40 years ago, CANAL+ is now a global media and entertainment company. The group has 26.9 million subscribers worldwide, over 400 million monthly active users on its video streaming platforms, and a total of more than 9,000 employees. It generates revenues in 195 countries and operates directly in 52 countries, with leading positions in Pay-TV in 20 of them. CANAL+ operates across the entire audio-visual value chain, including production, broadcast, distribution and aggregation.

It is home to STUDIOCANAL, a leading film and television studio with worldwide production and distribution capabilities; Dailymotion, major international video platform powered by cutting-edge proprietary technology for video delivery, advertising, and monetization; Thema, a production and distribution company specialising in creating and distributing diverse content and channels; and telecommunication services, through GVA in Africa and CANAL+ Telecom in the French overseas jurisdictions and territories. It also operates the iconic performance venues L’Olympia and Théâtre de l’Œuvre in France and CanalOlympia in Africa.

CANAL+ has also significant equity stakes across Africa, Europe and Asia, namely in MultiChoice (the Pay-TV leader in English and Portuguese-speaking Africa), Viaplay (the Pay-TV leader in Scandinavia) and Viu (a leading platform in Southern-Asia).

About BETC

BETC Paris, an advertising agency created in 1994, believes in the power of creativity to drive business results. With culture running as a thread through its DNA, BETC creates new synergies and produces its own content in the fields of music, film, art, publishing and design

In 2021, BETC won the Film Grand Prix at the Cannes Lions festival for Lacoste ending a thirty-year drought for France in the most prestigious category.

In 2024, BETC was ranked n°1 in the world in the WARC Top Agencies, which ranks the most awarded creative agencies, the first time ever for a French agency.

Also in 2024, BETC was named among the Contagious Pioneers by the prestigious trade publication Contagious, the only French agency among the selection.

BETC began a new chapter by moving in 2016 to Les Magasins Généraux, a building turned into a creative workspace of the future. It is now home to BETC’s 1,100 employees, cultural and business partners, a contemporary art centre and artists-in-residence.

About Obvious

Le collectif Obvious is a collective of three artists and researchers, experts in the intersection of AI and art. The collective is behind several innovative projects, such as the first work of art generated by artificial intelligence and sold at Christie's in 2018, which effectively brought made AI a part of art history.

Photo credit: © François Roelants / CANAL+

CORPORATE COMMUNICATIONS

Olivia Abehassera / olivia.abehassera@canal-plus.com

Karima Mhoumadi / karima.mhoumadi@canal-plus.com