Holiday Campaign Interview: Christmas Fever

"Christmas is even more unforgettable when the unexpected turns up."

In a few words, tell us about your role in the creation of "Christmas Fever"

 

Answered by the Orange Team at Publicis Conseil. Orange belongs to the very close circle of Christmas Love brands. For years, Orange has been willing to make unforgettable Christmas campaigns, to celebrate Christmas. This year we made it a real party: The Orange Xmas Fever.
What was the original brief for this campaign?
The original brief was to create an unexpected Christmas with Orange gifts. They’re not like other gifts. They’re so special and we can’t wait to surprise our families and give them gifts. They’re exciting, inspiring, and full of wonder.
What inspired you to approach the campaign this way?
We were inspired by the fact that everything is fully planned at Christmas time. The meal is pretty much the same every year, the guests are not new, and the Christmas tree is last year’s fashion. Christmas is full of rituals we like to repeat each year. However, what we like the most, in any celebration, is when things don’t go quite according to plan. Surprise can pop up anywhere at Christmas, and it feels good: a surprise guest, a never before seen atmosphere, a magical gift, or an unexpected reaction… Christmas is even more unforgettable when the unexpected happens.
How difficult was it to sell the idea to Orange?
For the very first time, the Christmas campaign is broadcasted in all European countries where Orange is located. So, this year, we had to convince nine countries instead of one… that made it equally exciting and difficult.
But once the idea was sold, Orange was fully inspired by it. Fever was contagious! We even created a real Xmas fever dance academy that started on the 8th of December.
What was the biggest challenge you faced during the process?
The biggest challenge was to create a story that filled each country with enthusiasm; in spite of many local offers.
What did you learn from the experience?
We learned the “ blockwork” step, invented by our choreographer for the commercial. It became the Christmas Fever gimmick. This dance step is now used on every media touch point.
What’s a “behind the scenes” story that only you know about?
To be able to give such an outstanding performance, the father of our family had to train for months. He started with a coach for an intense physical training in July. Then he had four weeks of rehearsal with the choreographer.
What do you think the advertising industry's New Year’s resolution should be?
A good resolution should be to become less intrusive and listen more closely to consumer’s expectations. Also, always be respectful and polite when entering someone’s home.
What is your favorite holiday campaign of all time?
John Lewis - #MontyThePenguin