Orange - "Orange - Generous Christmas "

Publicis Conseil

Publicis Conseil Paris, France

Awards

2686

This ad is part of the ACT Responsible Collection

Brand: Orange
Country: France

Advertiser: Orange

Title	Orange - Generous Christmas
Agency	Publicis Conseil
Campaign	Orange - Generous Christmas
Advertiser	Orange
Brand	Orange
Date of First Broadcast/Publication	2022 / 11
Business Sector	Telecommunications Services
Story	Always looking to cater to the French’s needs, particularly at this difficult end of the year which is proving difficult from an economical and environmental standpoint, Orange and Publicis launched a generous Christmas. The campaign aims to restore the French’s purchasing power by rewarding responsible actions.
Philosophy	This idea will come to life through a great movie directed by Martin Kalina. A father and his daughter go to an Orange store to find out more about reconditioned products. The saleswoman reassures the father on the quality of reconditioned phones at Orange and reveals a secret to the little girl: it is Santa Claus who refurbishes phones! His imagination will lead him straight to the land of Santa Claus and his elves where we will be able to follow an epic journey of reconditioning full of magic in Santa’s workshops. In social media and digital, we find Santa and his elves working hard following a strict process to ensure the quality of the reconditioning and repair by Orange.
Philosophy (original language)	Toujours plus proche des préoccupations des Français, particulièrement en cette fin d’année difficile d’un point de vue économique et environnemental, Orange lance avec Publicis un Noël GénéRe qui va redonner du pouvoir d’achat aux Français en récompensant leurs gestes responsables. Publicis Conseil a imaginé pour Orange une campagne qui mise sur le reconditionné pour un Noël plus responsable, s’inscrivant dans le prolongement du programme Re de la marque, mais aussi plus généreux avec ses clients. L’idée est simple : pendant les fêtes de fin d’année, toute personne qui se rendra en boutique pour acheter un téléphone reconditionné ou faire réparer son mobile se verra récompenser d’un bonus. Cette campagne audacieuse fait d’Orange le premier opérateur à consacrer sa campagne de Noël au reconditionné. Cette idée va se traduire à travers un grand film, réalisé par Martin Kalina. Un père accompagné de sa petite fille se rend en boutique Orange pour se renseigner sur le reconditionné. La vendeuse rassure le père sur la qualité des reconditionné Orange et va révéler un secret à l’enfant : c’est le père noël qui reconditionne les téléphones ! Ni une ni deux, son imagination débordante va l’amener tout droit au pays du Père Noël et de ses lutins où nous pourrons suivre une épopée du reconditionné pleine de féerie dans ses ateliers. En social et digital, nous retrouvons notre Père Noël et ses lutins travaillant dur selon un process strict pour assurer la qualité du reconditionné et de la réparation par Orange. Pour donner vie en print au principe du reconditionné de faire du neuf avec du vieux, nous avons fait appel au talentueux artiste colleur Nazario. Les visuels sont faits d’éléments existants récupérés, collés et assemblés pour un rendu moderne et magique. En digital, l’agence Marcel a imaginé une activation prenant le contrepied des vidéos de unboxing des derniers smartphones pour promouvoir avec l’aide de plusieurs influenceurs le fait de rapporter son ancien téléphone chez Orange pour lui donner une seconde vie.
Problem	Publicis Conseil has devised a campaign for Orange as an extension of the brand’s Re program, which is based on reconditioned goods for a more responsible and generous Christmas for its clients. The idea is simple: during the Christmas holidays, any person who visits the store to buy a reconditioned phone or to repair their phone will be rewarded with a bonus. With this bold campaign, Orange becomes the first operator to dedicate its Christmas campaign to reconditioned phones.
Media Type	Television
Length	76 seconds
Soundtrack	“On My Radio” by The Selecter
Advertising Manager	Gaëlle Le Vu
Advertising Manager	Quentin Delobelle
Advertising Manager	Ombline Thomine-Desmazures
Advertising Manager	Laurence Pagny
Advertising Manager	Caroline Fortabat
Advertising Manager	Marie Tréguier
Advertising Manager	Jean-Philippe Francisco
Advertising Manager	Ronan de Beauregard
Advertising Manager	Kadija Hemici
Advertising Manager	Vrej Minassian
President	Agathe Bousquet
President & Chief Creative Officer	Marco Venturelli
Executive Creative Director	Fabrice Delacourt
Copywriter	Benjamin Sanial
Art Director	Raphaël Halin
Account Management	Anne Dauvé
Account Management	Emilie Jeanneau
Account Management	Adrien Roux
Account Management	Priyanka-Lisa Sen
Account Management	Abir Nasri
Account Management	Paul Germain
Strategic Planner	Damien Sabatier
Director of Production, Print & Radio	Sandrine Martin
Production Company	Division Paris
Director	Martin Kalina
Producer	Hélène Daubert
Production Manager	Aurélie Bruneau
Director of Photography (DOP)	Mattias Rudh
Post Production	The Mill Paris
Post Production	Prodigious
Editor	Benjamin Weill
VFX Producer	Marie-Cécile Juglair
VFX Supervisor / Flame Artist	Sébastien Aubert
VFX Supervisor / 3D Lead Artist	Matthias Barday
VFX Supervisor / Motion Artist	Maxime Orsini
Sound Production	Joël Tessonneau
Sound Engineer	Alex Firla
Sound Engineer	Olivier Vehert
Label	Chrysalis Records
Music Composer	Davies Neol
Music Publisher	Fairwood Music
Art Department	Vincent Laugier
Art Department	Franck Chateaureynaud
Artist	Nazario Graziano
Retoucher	Adrien Besnard
Director of Print Production	Sandrine Martin
Agency	Marcel
Account Management	Eric Guillot
Account Management	Fanny Cammas
Account Management	Jade Bellah
Creative Director	Eulalia Bartolomeu
Creative Director	Xavier Le Boullenger
Copywriter	Aurel Cablan
Art Director	Mohamed El Ghazi
Community Manager	Calliste Garrabos
Community Manager	Mathieu Borza
Technical Team	Eva Castrillo
Technical Team	Rose Coignet
Post-Production Manager	Cécile Hubin
Post-Production Manager	Franck-Hervé Marc
Post-Production Manager	Julie Nourry