Convinced that humans are at the heart of creativity, Canal+ is unveiling a new brand campaign with a film that reflects perceptions about the use of artificial intelligence, namely, powerful tools to support creativity. For global media and entertainment groups, artificial intelligence can amplify creative ideas, develop or export them, but never replace them.
Created in collaboration with the BETC Agency, the campaign is the culmination of an unprecedented experiment led by Canal+ and is supported by Compleartive, a group focusing on where AI and Art meet.
Invented as an immersive work, the film questions the limitations of artificial intelligence in contrast to all the richness of human creativity, as it lasts for 1 minute 28 seconds, 60 or 45 seconds depending on the format.
With this campaign, Canal+ reveals its position on the subject of artificial intelligence by defending the strong beliefs that have driven it from the beginning, the power of creativity and imagination.
Canal+ wants to remind us of the essence of imagination, while innovating at the heart of its development. It is a precious, delicate living creature unique to human species that is cultivated, shared, and protected. In an age of artificial intelligence development, the group believes it is no longer necessary to maintain our imagination and reaffirms the signature of its brand.
The campaign, titled R0_B0+, launched on June 6th, will be supported by a large trial media arrangement, allowing the group ages 25-49 to reach nearly 178 million contacts with 95% coverage.
