Acknowledging the power AI in enhancing and polishing human creativity, global media and entertainment group CANAL+ firmly believes that technology can never replace human imagination. A bold statement, particularly in this day and age when people heavily rely on AI, but which the brand decided to prove via an experiment, developed in partnership with OBVIOUS, a collective whose work focuses on the intersections of AI and art, and BETC Paris agency.
Titled R0_B0+, the campaign follows the impressions of a robot after being fed with human creativity for a month. Equipped with a camera, the AI’s only job was to sit in front of a TV and enjoy the footage playing on a screen. Depending on the format — lasting either one minute and 28 seconds, one minute, or 45 seconds — the video stages AI’s reactions to the richness of human creativity.
Once the experiment was complete, the robot was asked a simple question: “What did you learn from this experience?” After being exposed to content available on the platform, the AI shared its opinion on the footage that captured its attention for four weeks: “Entertainment has a powerful effect on emotions: I discovered fear, love, sadness, joy. I’ve seen so many things I could never have imagined.”
With technological innovation at the center of its development, the brand wants to highlight that imagination and creativity are uniquely human attributes, “a precious and delicate living material specific to the human species, which is cultivated, shared, and protected,” as the group explains. At a time when artificial intelligence is continuously developing, preserving human imagination has never been more precious.
The campaign kicked off on June 6 and is supported by a large-scale tri-media system, which enables the brand to reach approximately 178 million contacts, with 95% coverage in the 25-49 age group.
CREDITS
Brand: CANAL+
Advertiser Managers: Émilie Pietrini, Céline Pontygayot, Camille Henault
Agency: BETC
Agency Managers: Mathilde Lançon, Adrien Bletton, Kenza Daoudi, Anna Cotard
Creative Director: Stéphane Xiberras
Executive Creative Director: Nicolas Lautier
Artistic Director: Natan Ritaly
Copywriters: Antoine Gauquelin, Corentin Salignat
Assistant Artistic Directors: Martin Causse, Juliette Peyre
Traffic: Nina Kaufman
Editorial Consultant: Obvious Art
Director of Photography: Didier Daubeach
Head of Design / Set Designer: Antoine Lamperiere
Production Company: GPOP
TV Prod: Slim Trabelsi
Producer: Jacques-Étienne Stein
Production Assistants: Noé Bessis, Juliette Sardin
Sound Production: GUM
Post-Production: Clément Massu, Leïla Geslain
Photographer: François Roelants
Print Producer: Sarah Belhadj
Digital Producer: Diane Rakotomanana
First Broadcast: June 6, 2025
Media Plan: Press, TV, Cinema, VOL, SoMe
Available Formats: 1:28, 60′, 45′, 15′
