„Cool and not cool”

Orange Music Festival is a few days musical event organized in the centre of Warsaw. Due to some line up issues and free of charge entrance the event was perceived as not relevant to real music fans. Orange decided to change this perception, turning it in real music show for „those in the know”/city trend setters. This piece of work is slightly of brand in terms of character but for a reason. It is series of 8 sec. kind of viral videos. Media type is so called “TV sponsor announcement”, cheap and very basic, mainly just plain presentation of logo and key information. This idea use it slightly different.
 

Agency: Leo Burnett Warsaw

 Robert Chudzik

Merits: KTR