What happens when AI tries to understand the human heart? CANAL+ has the answer and it’s a stunning love letter to creativity.
In its latest brand campaign, the French media powerhouse leans into the cultural conversation around AI, but with a bold twist: AI isn’t the creator, it’s the student. The film, developed in collaboration with BETC and the AI-art collective OBVIOUS, is a cinematic exploration of the tension between machine logic and human emotion.
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Titled R0_B0+, the campaign doesn’t just use AI as a gimmick. It stages an experiment, challenging the idea that artificial intelligence can truly grasp what makes us imaginative. The result is a poetic, immersive film that pushes viewers to ask: can a machine ever truly feel something it didn’t live?
The answer, for CANAL+, is clear. AI is a powerful tool, one that can amplify, extend, or export human creativity, but it can never replace it. That belief runs deep in the brand’s DNA. Since its beginnings, CANAL+ has positioned itself as a defender of storytelling, artistry, and imagination.
In a moment when tech hype often overshadows human craft, this campaign feels almost radical. It’s a reminder that behind every groundbreaking story, every cultural moment, there’s a human being imagining it first.
The film’s title, R0_B0+, cleverly riffs on the language of code while underscoring the campaign’s core message: imagination isn’t programmable. It’s alive, fragile, and deeply human.
The campaign launched on June 6 with a major tri-media rollout, expected to reach up to 178 million contacts, with 95% coverage among 25–49 year olds, a demographic as fluent in AI as they are in Netflix queues.
And at its heart, this campaign delivers a simple, powerful line, the CANAL+ brand signature that hits even harder in the age of AI: You can’t trust just anyone with your imagination.
Credits:
Client: CANAL+
Agency: BETC
AI Collaboration: OBVIOUS
