A museum security manager who is frankly not very reassuring…
A CEO with flamboyant hair who might well pull his hair out…

A statement about letting AI “run the show.”

Two quirky comedies by Havas Paris and Orange Business illustrate a serious reality – integrating AI without the right tools and human expertise can go very wrong.

The next edition of the 2023 campaign, It works better when it works together, highlights the importance of human support to make AI work.

The campaign highlights Orange Business’ difference, combining advanced technologies and human expertise, to transform AI into a real lever for performance. It sets the company against the trend of companies acquiring the most advanced solutions without the support needed to get the most out of them. It shows that AI is not a turnkey tool, it’s a living, complex subject that requires know-how.

The campaign launched October 6, on social media (LinkedIn, Meta, Tiktok, and YouTube) and on TV. It will be broadcast in Europe, then extended progressively internationally in countries where Orange Business is present.

Credits:
Creative Agency: Havas Paris
Vice-president, B2B Expert: Valérie Planchez
Communication & Marketing Director: Béryl de Fayet
Consultant: Léa Willemot
Production Director: Anne Laure Coumel
Head of Creative Planning: Romain Roux
CCO & Vice-President: Stéphane Gaubert
Art Director: Catherine Labro
Copywriter: Florent Roux
Director duo: Big Red Button

Client: Orange Group
Global Brand ID and Advertising Director: Séverine Nubel
Global B2B Brand Manager: Alexandra Chernyshova
Head of Creative and Identity: Paul Clothier

Client: Orange Business
Comms Director: Jean-Bernard Orsoni
Director of Brand and Content Strategy: Vanessa Clark
Head of Brand and Identity: Jess Hipwood