In BETC’s brand campaign for Canal+, the agency equipped an AI with a camera and asked it to watch Canal+ for four weeks then asks it what it learned. “I’ve seen so many things that I could never have imagined,” it replied.

The campaign, R0_B0+, underlines Canal+’s conviction that humans are at the heart of creativity. The film reflects its perception of the use of artificial intelligence, that it’s a powerful tool to support creativity. It can amplify creative ideas, develop or export them, but can never replace thepower of human creation and imagination.

It was produced by BETC, the culmination of an experiment led by CANAL+ with the support of OBVIOUS, a collective whose work focuses on where AI and art meet.

While placing technological innovation at the heart of its development, CANAL+ wants to remind people 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.

The campaign film 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.