The Clowns – BETC Paris for Canal+

CANAL PLUS_1.25.1

On the 21st of September CANAL+ launches a new channel, fully dedicated to series, which will be automatically included in the subscription.

The campaign, created by BETC Paris, is a tribute to series and their addictiveness – once you start watching you’re dying to see what happens next… This idea was the starting point for the creative team, the same one as behind The Closet and The Bear. The film was shot in Vancouver during the summer. It was directed by Steve Rogers through Wanda and is followed by an outdoor campaign all over France.

CANAL PLUS_1.24.1

CANAL PLUS_1.7.1

“The idea was to make an intriguing film that creates suspense – you can’t wait to find out how it ends. Just like when you watch a good series.
This was one of the reasons we chose dwarf clowns; in great series there’s often something a bit odd about the unusual characters that makes you become attached to them (a cop serial killer, a depressed Mafioso, a family of undertakers…). – Stéphane Xiberras, CCO and President BETC Paris.

Advertising Agency: BETC Paris
EXECUTIVE CREATIVE DIRECTOR: Stephane Xiberras COPYWRITER : Jean-Christophe Royer
ART DIRECTOR: Eric Astorgue
ASSISTANT ART DIRECTOR: Damien Binello
STRATEGIC PLANNING: Clarisse Lacarrau, Vianney Vaute TRAFIC : Coralie Chasset
PRODUCTION COMPANY: Wanda
DIRECTOR: Steve Rogers

Advertisements

Why is it called “LION” if the ones who always win are “BEARS”?

Budget Car Rental – RANGER

The Budget marketing team considers promoting the Ford Ranger by letting a customer become a forest ranger. Cut to a man dressed as a Ranger in the woods. A bear vomits all over him … The marketing team rejects the idea
Advertising Agency: Cliff, Freeman and Partners, USA
Year: 2000
Gold Lion for the campaign

John West – BEAR

At a river, a man fights a bear for a salmon. Voiceover: John West endure the worst to bring you the best. Super: John West Red Salmon.

Advertising Agency: Leo Burnett, USA
Year: 2001
Gold Lion

Miller Lite Beer – BEAR

In this spot we witness a bear’s candid audition to become the next voice and face of Miller Lite. The audition is taken from that of a real actor.

Advertising Agency: Y&R Chicago
Year: 2006
Bronze Lion for the campaign

Duende Azul (Costume Shop) – BEAR

Advertising Agency: Ogilvy & Mother Santiago
Year: 2007
Gold Lion for the campaign

Alka Seltzer – BEAR

Advertising Agency: CLM BBDO, France
Year: 2009
Gold Lion for the campaign

BIC/Tipp-Ex – A HUNTER SHOOTS A BEAR

To celebrate the back to school period, Tipp-Ex®, BIC Europe Group’s brand, leader on the European market of correcting products, goes on Youtube with an interactive campaign as funny as surprising. In this viral video, french agency Buzzman puts face to face a bear and a hunter, offering the viewers to choose what ending they want to see by changing the title of the vidéo directly on Youtube thanks to the Tipp-ex corrector! More than 50 different hilarious endings can thus be discovered. The campaign is logically signed: Tipp-Ex®, white and rewrite.


Describe the brief from the client: to coincide with the back-to-school period, Tipp-ex, an European correction fluid company, wants to promote online its whiteout Pocket Mouse. The target is pupils, students and customers of Tipp-ex.
The strategy was to turn an ordinary product into a unique and ground-breaking interactive experience on YouTube. Our strategy was to create a specific relation between this target and the brand, and thus virally spread the Tippexperience.

Describe how the promotion developed from concept to implementation: an interactive YouTube rich media campaign. It starts with a video on YouTube featuring a hunter out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should shoot the bear or not. Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and invites viewers to choose the end of the story by writing their own verbs directly in the title of the video. For each action, there’s a video response.

Explain why the method of promotion was most relevant to the product or service: the interactive campaign drew viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of YouTube for the first time, utilising the whole screen to exemplify the use of its whiteout product. 42 alternative scenes were shot so anything you write gets a video response. The possibilities are infinite. With the signature « White and Rewrite », the video on YouTube and the interaction, the campaign is very appropriate to the brand and to the target.

Advertising Agency: Buzzman, France
Year: 2011
4 Silver Lion (Media, Promo and Direct)
Bronze Lion for Interactive Film

BUND/Environmental Awareness – BROWN BEAR

Advertising Agency: Scholz & Friends, Berlin
Year: 2011
Gold Lion for the campaign

BIC/Tipp-Ex – Hunter and Bear’s 2012 Birthday Party

It’s a sequel to the  2010 Shoot the Bear Youtube Campaign. Partying away at the Bear’s birthday bash in 2012, the Hunter and his furry friend are faced with an earth-destroying meteor in the sky above them. You can choose to end the party or keep it going by picking a year for the two to travel to, whiting out 2012 and entering the year of your choice. The campaign includes 46 different scenes, eight of which are interactive.

Advertising Agency: Buzzman, France
Year: 2012
Lion?

Canal + – The Bear


Advertising Agency: BETC EURO RSCG, Paris
Year: 2012
Lion?


BETC Euro RSCG for Canal+ | Never underestimate the power of a great creativity

VISIGOTHS/BLACK BANDS
A spectacular battle scene between two tribes, featuring thousands of warriors. We are on a film set. The take has to be re-shot, which will help us understand why actors are so good at playing dead.
This is a humorous spot revealing that the black bands you often see within the television viewing box are actually created, they are not the filming format which has not been adapted to the televisio
Creative Director: Stephane Xiberras
Copywriter: Marc Rosier
Art Director: Jean Marc Tramoni
Production: Premiere Heure/Harvest, Santa Monica
Director: Baker Smith
Year: 2003
Shortlist

MARCH OF EMPEROR
March of the penguins but with actual emperor’s not emperor penguins.
Creative Director: Stephane Xiberras
Copywriter: Pierre Riess/Luc Rouzier
Art Director: Romain Guillon/Eric Astorgue
Production: @radical.media, New York
Director: Glue Society
Year: 2006
Gold Lion

BROKEBACK MOUNTAIN
A woman tells her friend about a really good film that she had seen on CANAL+ ‘Brokeback Mountain.’ From this description, her friend interprets a totally different, totally absurd, scenario.
Creative Director: Stephane Xiberras
Production Partizan, Paris
Director: Les Elvis
Year: 2007
Shortlist

HOLD UP

Creative Director: Stephane Xiberras
Copywriter: Nathalie Dupont
Art Director: Francis de Ligt
Production Company: Sonny PH
Director: Fredrik Bond
Year: 2008
Shortlist

VERSAILLES/MAFIA
We are taken back in time to a period film set in the Chateau de Versailles where the characters are all bizarrely huffing and puffing through their lines. Final scene cuts to a woman jogging, recounting the plot to another woman, and huffing and puffing as she recounts it. The signature reveals “CANAL+ Movies are made to be seen”
We see a stereotypical scene from a mafia movie where all the characters have a strange tick. Final scene cuts to a boy recounting the plot to his friend, constantly flicking his hair as he does so. The signature reveals “CANAL+ Movies are made to be seen”
Creative Director: Stephane Xiberras
Copywriter: Nathalie Dupont
Art Director: Francis De Ligt
Production Company: Irene, Paris
Director: Xavier Gianolli
Year: 2009
Shortlist

CLOSET
Canal+ launched its new ‘Original Creativity’ campaign in September 2009. The objective highlight to Canal+’s showcase of original programming, consisting of series, documentaries and fictions, created exclusively by and for Canal+, scripted by prestigious writers such as Olivier Marchal and Jean- Hugues Anglade. To launch this new campaign, we produced THE CLOSET. The film unites quality, humour, originality and a touch of impertinence inherent to the brand’s communications: ‘Never underestimate the power of a great story’.
Creative Director: Stephane Xiberras
Copywriter: Jean-Cristophe Royer
Art Director: Eric Astorgue
Production Company: Soixan7e Quin5e, Paris
Director: Matthijs van Heijningen
Year: 2010
Gold Lion and 2 Bronze Lions

THE INCLINATION (IPHONE)
The agency created a campaign that fits in with the advertising success story of Canal+: diving into the world of TV programmes with the now classic disrupting phenomenon, played out here through the characteristic functionalities of the iPhone. In the TV ad, it is the iPhoneʼs trademark tipping to the side into landscape format that completely disrupts the romantic scene of a great Hollywood film. A couple are about to kiss, when suddenly the entire set falls over to one side.
Creative Director: Stephane Xiberras
Copywriter: Benjamin Sanial
Art Director: Raphael Halin
Production Company: Moonwalk Film, Paris
Director: The Glue Society
Year: 2011
Shortlist

CARLOS

The trailer begins with a car bomb exploding. As the clip goes backwards we discover that the scene takes place in the middle of a tranquil Paris. Ending with a characteristic “Tick Tock” sound the trailer is designed to intrigue the viewer to watch the series and find out more about the character behind the bomb – Carlos – the terrorist who threatened the world. We wanted to pitch the right tone, a suitably sober approach across all media, to avoid controversy and to avoid falling into the trap of eulogising a character that is, after all, a murderer.
Creative Director: Stephane Xiberras
Copywriter: Charles Lefort
Art Director: Viken Guzel
Production Company: Wanda, Paris
Director: Wilfrid Brimo
Year: 2011
Bronze Lion

FLOWCHART CAMPAIGN: ACTION/ANIMATED/HORROR/PORN/SHORT FILM
Learn how to deal with tight budgets, hung over cameramen, actors not showing up and grumpy directors. TV Channel, Canal+ supports those who make movies simply because making a movie isn’t easy.





Executive Creative Director: Stéphane Xiberras
Creative Director: Olivier Apers
Art Directors / Copywriters: Gregory Ferembach, David Troquier
Illustrator: Les Graphiquants
Year: 2011
Silver Lion for the Campaign

THE BEAR


Canal+  has always been committed to cinema. It is more than a mere broad- caster. It has always sought to go the extra mile for its subscribers and portray the film industry as no one else has done: emphasising the diversity of the genres, deciphering current and future trends, empowering actors and directors, and in general, transmitting the passion of all those who work in the film industry to its subscribers.
Thanks to its varied and cutting-edge program- ming – from blockbus- ters to art films. Thanks to the unique, quality insight that it provides into what goes on in front and behind the camera. Thanks to the unique ties that it maintains with the film industry (Studio CANAL, partnerships, financing, Cannes Festival, the César awards, etc.).
Canal+ and BETC have now come up with a film, The Bear, to remind audiences of the channel’s continuing commitment: to transmit the passion of film- making to its subscribers.
The more you watch Canal+, the more you love cinema.
To make this film, BETC chose to work with Matthjis van Heijningen, who also directed The Closet, which was the most awarded film in 2010 (The Gunn Report).
The tone remains unique, enhanced by the use of 3D to make the bear as expressive as possible. The same creative team, which worked on The Closet, Éric Astorgue and Jean-Christophe Royer, under the supe vision of President and Chief Creative Officer of BETC, Stéphane Xiberras, once again contribute to the distinguishing tone that is so familiar about the ma- jor advertising campaigns of Canal+.

Global Creative Director: Stéphane Xiberras
Art Director: Eric Astorgue, Julien Schmitt
Copywriter: Jean-Christophe Royer
Production Company: Soixante Quinze
Director: Matthijs Van Heijningen
Year: 2011