Responses by Publicis Conseil.
Background: According to market research company OpinionWay, nearly seven out of ten French people feel stressed as Christmas approaches. This holiday campaign for telecommunications company Orange is to showcase the strength and relevance of the “Orange is here” platform by illustrating how the various RTBs address the challenges people commonly face during the holiday season, as well as how Orange’s solutions provide clear answers. Orange positions itself as the ally that simplifies life and eases holiday pressure, expressed through a broad, consumer-facing campaign with a playful, offbeat tone.
Design thinking: Our thinking was built around two key pillars. First was precisely identifying the phone, network and cyber-attack insights people commonly face as the holiday season approaches. The second was to adopt a distinctly entertaining approach for this Christmas film to ensure that it fit seamlessly within the platform’s continuity.
Challenges: Finding the right balance between creating a brand campaign around the “Orange is here” signature and showcasing Orange’s full range of services and solutions without slipping into an overly factual demonstration. At the same time, we needed to give the campaign a Christmas touch to deliver real entertainment for viewers. To fully embody this idea, we also wanted Orange to be present in the making of the film itself; the employee choir performed a reimagined version of Mozart’s Requiem for the film’s soundtrack.
Favorite details: The involvement of Orange’s employee choir in the campaign’s production. A rare gesture worth highlighting, it reflects the commitment and affection the employees have for their brand. It was a unique experience for them and added soulfulness to the campaign.
Visual influences: We drew on pop-culture references from the world of cinema. More specifically, from American films and comedies with all their visual clichés, like the uncle at the dinner table or the movers from home Alone. The goal was for the scenes to be instantly recognizable and within a format much shorter than a feature film, quickly conveying both the situations and the humorous contrast.
Specific project demands: The creative idea immediately appealed to Orange, but the real challenge of this campaign revolved around the Orange advisor as they are the central element of the film. They embody the brand and its employees, so it was crucial to balance the humor in the scenes (without making them ridiculous) and a reassuring tone (without being too serious) to avoid coming across as boring or creepy.
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