„I am”

Orange “I am” was a global format or broadly speaking – brand vision – created by Fallon London. So called „togetherness” had always been a main value of the brand, its cornerstone. They nailed it down stating: “Each of us is a sum of our relationships with others. Both good and bad ones”. All claimed: “Orange. Together we can do more” which replaced “Future is bright, future is Orange”. Three examples of how we executed the vision in Poland in the context of very specific GSM offers. The main challenge was to solve sort of contradiction between brand created on values and local business model which is retail like.
 

Agency: Leo Burnett Warsaw

Teams:  Marcin Serafin, Robert Chudzik

               Maciek Porębski, Filip Szperl

Prizes&Awards: KTR

Merits: KTR