Yes, the holiday season is all about joy – reunions, celebrations, gifts…It’s also all about stress, planning pressure and fear of mishaps (nearly 7 out of 10 people in France say they feel stressed as Christmas approaches – OpinionWay, 2024).
Publicis Conseil presents Orange as the Christmas hero in a humorously offbeat campaign that is perfectly crafted by director, Big Production and Réalité, featuring an ever-present Orange advisor, slo-mo accents and the emotive underscore if a Mozart piece performed by Orange employees, reinterpreted for the occasion to celebrate the brand signature “Orange est là” and reinforce the tongue-in-cheek tone.
The film underlines the promise that whatever (annoying) happens at Christmas, Orange has a helpful solution.
“Orange is here is a signature we’re truly fond of – both extremely simple and full of meaning. For the past two years it has guided all our communications, but for this Christmas campaign we wanted to celebrate it fully by placing it at the heart of the creative idea. We wanted to lean into humour – sometimes even flirting with the absurd – while always keeping the intention of showing people in France that whatever happens, Orange is there for them,” estated Julien Colas & Kamel Makhloufi, creative directors at Publicis Conseil.
“This year, we wanted to tell a meaningful story around the idea that Orange is there. And what better way to illustrate this promise than by involving Orange employees themselves, through the reinterpretation of this Mozart requiem that becomes ‘Orange est là’? Because ultimately, Orange is part of everyday life for people across France — but Orange is also present in the making and interpretation of this very campaign,” added Quentin Delobelle, director of commercial communications at Orange France.
The full Christmas campaign covers digital and social media, often featuring the same advisor-hero duo, as well as through Christmas tales that humorously remind everyone that whatever happens at Christmas, Orange is there.
Discover the Making-of:
