Creativity

Go Behind the 'Disaster Girl' Meme in Campaign for Canal+ Thriller Channel Polar+

BETC's Spot Aims to Reel in Millennial Viewers

By Alexandra Jardine. Published on Nov 07, 2017

Editor's Pick

French broadcaster Canal+ is promoting its new thriller channel, Polar+, with a campaign that tries to weave a conspiracy theory around the popular internet meme "Disaster Girl."

Aping the shlocky tone of the type of TV documentary that speculates over sinister events and conspiracies, the film, by BETC Paris, reads all sorts of new stuff into the famous photo, including hidden inscriptions, the "strangely passive" fireman and a strange reflection in the girl's left eye.

It's a crazy theory that will appeal to fans of such memes, and hopefully pique the interest of the potential young audience for Polar+, who are more interested in the internet than TV.

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About

Credits

Date
Nov 07, 2017
Agency:
BETC Paris
Brand Management:
Jean-Marc Juramie
Client:
POLAR+
Brand Management:
Mathilde Villette
Brand Management:
Cassandre Richard
Brand Management:
Céline Pontygayot
Agency Management:
Guillaume Espinet
Agency Management:
Elsa Magadoux
Agency Management:
Mathilde Lacon
Agency Management:
Marie Chapuis
Executive Creative Director:
Stéphane Xiberras
Creative Director:
Benjamin Le Breton
Creative Director:
Arnaud Assouline
Art Director:
Julien Vergne
Copywriter:
Alexandre Girod
AD Assistant:
Marie Glotin
Head of Entertainment:
Lennie Stern
Head of Activation:
Julien Leveque
Head of Strategy:
Guillaume Martin
Creative Producer:
Victoria Vingtdeux
Production Company:
Boogie Night
Sound Production:
Studio 31db
Director:
Justine Bo
Head of Media:
Romain Merielle
Head of Media:
Juliette Dupuis

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