Responses by Marco Venturelli, president overseeing creativity, Publicis Conseil
Background: This campaign aims at launching telecommunications operator Orange’s global social engagement program—the first of its kind at a global level—designed to highlight the important social issues driven by the rise of digital technology. The target audience is large; although we chose to represent the audience through the eye of a father of a teenager, the topic is insightful even for non-parents and teenagers themselves. Technology is moving fast and most people realize that it has been a real life-changer.
Reasoning: By representing a father’s internal reflections, as his daughter is about to enter into the digital world thanks to her first smartphone, we created the opportunity to make our consumers reflect on the importance of sharing and embracing the good practice when it comes to the safe and responsible use of the digital tools.
Challenges: We were walking a thin line. On one hand, we were addressing important issues; therefore, it was impossible to treat the subject lightly. On the other hand, we did not want the two-minute short film to have a moralizing tone. Therefore, we chose to put ourselves in the shoes of an everyday person, rather than spreading a top-down message.
Favorite details: The casting of the film. I personally like the reactions and the emotions that the actors awakened with their acting. Or maybe I have a personal bias because it feels very autobiographical to me, as I am the happy father of two daughters who will also ask me for a smartphone soon.
Specific demands: We wanted to capitalize on Orange’s DNA and its strategic positioning: putting humans before technology. Corporate social responsibility campaigns can sometimes be tricky or seen as hypocritical, but in this case, Orange’s message is reinforcing the already existing aspect of its identity as a brand and makes its commitment even stronger as it is legitimately carried.
Visual influences: Visually, we wanted a film that resonated with people, that was why we chose to produce a film with a cinematographic style that Katia Lewkowicz, our director, perfectly masters. This artistic choice enabled us to move away from the advertising tonality and speak to the language of emotions. Thanks to this kind of scriptwriting and scenography, we turned what could have possibly been a moralizing message into a message of love, which totally matched Orange’s intention, style and positioning.