A big brand idea for a public-service broadcaster, 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.
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 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.
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.