France: Canal+ Group’s recently acquired free-t0-air channel Direct 8 has rebranded. The relaunch of the channel aimed to position D8 to compete with French free-to-air networks TF1, France Televisions, and M6.
The brief: Bring a premium identity to the free-to-air French market and differentiate the network from its well-established competitors. Reflect the values of quality, prestige, and being broadly relatable.
In France, channels are legally obligated to run 5 second “publicites” announcing when a commercial break begins and ends. 40+ pubs were developed that feature D8′s larger-than-life logo “building in fantastical ways throughout iconic French landscapes”. The relaunch was led by my friends at LA-based brand consultancy/creative agency Troika.