Launch New app CANAL+
Background
CANAL+ is a pay-TV operator well anchored in the daily lives of Africans. It has been present for 30 years on the continent and counts more than 5 million households equipped with a decoder.
The new version of the CANAL+ application is now offered free of charge to active subscribers, to enjoy 100% of their subscription at home or on the go from their smartphones or tablets.
Creative Idea
The idea plays on the time we waste, daily, and highlights how the new CANAL+ application allows us to be able to take advantage of our CANAL+ subscription despite everything, which makes us say that we are going to love these moments when the 'we're wasting our time thanks to the new CANAL+ application.
We have identified three of these moments, during which subscribers could enjoy their favorite programs: long afternoons at the hairdresser's where there is only one TV and where customers are fighting over the programming, traffic jams during which we miss an important football match and the power cuts that deprive us of our favorite family show.
We have identified three of these moments, during which subscribers could enjoy their favorite programs: long afternoons at the hairdresser's where there is only one TV and where customers are fighting over the programming, traffic jams during which we miss an important football match and the power cuts that deprive us of our favorite family show.
Strategy
With us, there are many times of the day when you waste time waiting, and when you're stuck far from your TV or unable to watch your program, it's a bit of your CANAL+ subscription that you 'we lose. Thanks to the CANAL+ application, subscribers can take advantage of their subscriptions and will love these moments. They're going to like traffic jams, they're going to like power outages, and they're going to like not having the remote control.
Execution
In 3 dynamic, modern and humorous spots, we wanted to depict the moments when you cannot take advantage of your CANAL+ subscription. Each spot begins with a very dynamic plan related to the subjects. The key moment of each spot is materialized by a rotation of the camera to give an impressive movement and always more dynamism to the spots. To energize and give a particular dimension to some of our shots, we used a macro lens with a long tubular body in order to obtain original shooting angles.
The final plans are a common signature for the 3 spots with a moment of sharing around the application. The desired aesthetic is that of music videos that rely on realism, color, life!
The final plans are a common signature for the 3 spots with a moment of sharing around the application. The desired aesthetic is that of music videos that rely on realism, color, life!
Credits
Creative Directors : Maxime Dupuis / Winnie Dujeulo
Art Director : Elysée Liali Touboue
Art Director : Elysée Liali Touboue
Director : Greg Ohrel
Producer : Ousmane Fall
Brand Manager : Tristan Calas
Brand Officer : Antoine Souillard
