„Miscellany”

Each telecommunication market is super competitive and reactive. So it is in Poland. Telco marketers generate huge amount of communication. Apart from bigger and longer terms formats Orange produced on going, tactical, mainly TV campaigns. Varied one-off offers presented in metaphoric way, as direct presentation of device or offer was not allowed according to Orange brand manual.

„The chairs” talked about space for close 3 friends as the offer was about 3 numbers free of charge. „Buses” presented exaggerated crowded world of friends as calls to bigger amount of numbers were free. „Shadows” were about migration from pre paid to post paid showing that one simple step is enough to improve life. „Mandala” based on real event showed unlimited amount of free minutes and text which allows people to do big things and get closer. „Small instruments” showed that small devices give totally new opportunities. What was connecting all of the Orange communication were values and believes in context of product and offer, human benefits and unusual demonstration of visual tool and type of storytelling.

Agency: Leo Burnett Warsaw

Team:  Krzysztof Iwiński, Marcin Serafin, Robert Chudzik,

                   Paweł Wojtak, Mateusz Goll

              Maciek Porębski, Weronika Zarębska,

                   Natalia Dudek, Filip Szperl

Prizes&Awards: KTR

Merits: KTR