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France 2

France Télévisions

A big brand idea for France 2, based on the simple power of human touch.

France 2 is the biggest channel of the French state broadcaster, France Télévisions. In good times and bad, France 2 is the channel people turn to when it really matters.

The channel realised that their country was becoming more and more divided by issues like religion, wealth and gender. In a world where everybody talks more but communicates less, it’s never been more important to bring people together.

THE CHALLENGE

Despite growing audience share, France 2 was perceived as "out-of-touch" with its audience. Our brief was to create a new brand idea that reflects France 2 in a modern and progressive way.

OUR IDEA

Our solution was simple, but powerful. We wanted people to recognise the power of the human touch, from a reassuring hand on the shoulder to a loving embrace.

 

We street-cast real people in real relationships to stay true to the idea of real and authentic connections.

Touch-sensitive logo

Our touch-sensitive logo manifests differently on the screen depending on who touches it.

 

It also acts as a brand mechanic that connects France 2 with its programming and talent.