LA FACTORY, the creative studio of CANAL+ BRAND SOLUTIONS, produced “Marquer l’Invisible” (roughly, “Making the Invisible Visible”) as an immersive documentary-style piece for the skincare brand Avène.
The French sales house supported the film with premium app placement, a 20-second pre-roll teaser on STREAM+, CANAL+’s ad-supported streaming marketplace, and social distribution through Clique, a French media brand known for culture-led interviews and social video.
The campaign links Avène’s Cicalfate+, its skin-repair range, with a story about skin, scars, tattooing and emotional repair. CANAL+ BRAND SOLUTIONS connected four parts of the campaign:
- production through their in-house creative department LA FACTORY,
- placement on the CANAL+ app,
- teaser inventory on STREAM+,
- social extension through Clique.
For Avène, the collaboration gave Cicalfate+ a way to appear in a sensitive story about repair and protection without turning the film into a product demonstration.
LA FACTORY co-constructs an authentic documentary story with Avène
“Marquer l’Invisible” followed the idea that a tattoo could turn a painful mark into a sign of reconstruction. Skin care, healing and protection belonged to the story before the media plan began.
The product link came through the real testimony at the heart of the film: sensitive skin, care after tattooing and the meaning attached to visible marks. A story about scars, bodies and recovery left little room for a forced product message. The key was the accuracy of the testimony and the authenticity of the person’s journey.
Rather than creating a story and adding the product afterwards, CANAL+ BRAND SOLUTIONS, LA FACTORY, Avène and their agency partners co-constructed the project from the beginning. Cicalfate+ could then appear as part of the journey itself: almost one of the characters in a story about repair, soothing and protection.
CANAL+ BRAND SOLUTIONS built the campaign around that natural fit between testimony, brand, subject and viewing setting.
CANAL+ app placement, STREAM+ pre-roll and Clique social posts carry the campaign
CANAL+ BRAND SOLUTIONS rolled out the campaign from 6 April 2026 across digital video and social channels.
The full content was made available on the CANAL+ app. A 20-second teaser ran as pre-roll on STREAM+, across the CANAL+ app, HBO Max and Free Ciné. Clique carried the campaign on YouTube, Instagram and TikTok.
The target audience was women aged 25–54. The CANAL+ app hosted the full story in a premium streaming environment. STREAM+ created short exposure around the film. Clique extended the campaign into social feeds through its own video channels.
CANAL+ Brand Solutions connected those touchpoints into one integrated activation for the advertiser and its agencies: full content, teaser inventory and social distribution around the same true story.
Early campaign indicators highlight rollout execution and audience response
At launch stage, the campaign was supported by its documented rollout across CANAL+ properties and early audience and client reactions. Audience response pointed to the authenticity and emotional weight of the film. Client feedback was positive on brand alignment and cultural relevance.
The campaign gives Avène a careful way to link Cicalfate+ with repair and protection in a story that needed care in both tone and placement. Its value sits in the branded content format, the premium placement and the social extension.
For teams across the media sales market, the transferable point is the collaboration model. Advertisers can see how a true story can be co-constructed, where it will sit, how the audience will reach it, and why the brand belongs there.
Source: egta.com
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