A phone under the Christmas tree for a teenager? It’s OK, mum and dad. It’s a safe phone. Many teenagers ask for a smartphone as a Christmas present, while their parents are torn between the desire to fulfill this wish and their concerns about digital uses.
Orange and agency, Publicis Conseil, have a solution that supports the brand’s long-standing commitment to the digital protection of children.
SaferPhone is Orange’s service that filters unwanted calls, blocks malicious links and protects against cyberthreats. It also gives parents access to a refurbished iPhone 12 64GB for 99€.
Publicis Conseil’s campaign for the service launched on November 21 to coincide with Christmas.
Orange is a long-standing partner of the e-Enfance/3018 organisation. The campaign also underlines its reaffirms its support for the fight against cyberbullying. In addition, with the “Commitment pact”between parents and teenagers, the brand encourages healthy digital practices: protecting personal information, configuring social networks, limiting screen time, and taking advantage of moments of disconnection. These are just some of the initiatives designed to encourage a more conscious and respectful use of digital tools.
The hero commercial for SaferPhone, produced by BIG and directed by Réalité, presents the parent-teen debate around the smartphone and its uses in an offbeat, positive way. The film features the iconic Christmas carol, Carol of the Bells, sung by a choir and revisited by Clément Ducol, nominated for an Oscar this year with the film, Emilia Perez.
“With this initiative, Orange confirms its commitment to security and digital support. With this campaign, we are once again delivering on the promise of a responsible Christmas, and going the extra mile to reconcile parents and children,” stated Quentin Delobelle, communications director, Orange France.
“Digital safety for teenagers is a key issue for parents. We wanted to create a bridge of reconciliation betwee them and their children around a responsible use of smartphone. We also chose a light and festive production to stay in the Christmas spirit and bring joy and smiles to this holiday season,” added Marco Venturelli, CEO & CCO of Publicis Conseil.
The campaign launched on TV and social media on November 22, followed by cinema, press and print from November 28. A “calendar of arguments” will be broadcast from December 1 to 24, by popular sport figures including Ousman Dembele, Sakina Karchaoui; eSport’s Karmine Corp; and influencers, (Kayane, Aypierre).
A partnership with pop band, Mcfly, and WWE wrestler, Carlito, sharing their own parenting experiences, will also be featured in a video broadcast by the content creators in December.
Credits
Client: Orange France
Client Team: Quentin Delobelle, Annabel Salesa, Ombline Thomine-Desmazures, Marie
Tréguier, Laurence Pagny
TV Producer: Caroline Fortabat
Agency: Publicis Conseil
CEO & CCO Marco Venturelli
Executive Creative Directors: Romulus Petcan & Gabriel Gherca
Creative Directors: Julien Colas & Kamel Makhloufi
Copywriter: Antoine Querolle
Art Director: Clément Palouzier
Assistant Art Directors: Vincent Laugier, Sophie Raguis, Mila Capron, Elisa Attia, Clara Douchet,
Matthieu Artesino, Leanne Sannier
Assistant Copywriters: Lucas Da Horta, Jonathan Prouteau, Dario Pereira
Account Team: Anne Dauvé, Eric Guillod, Jeanne Lermarchand, Grégoire Martin, Nina Martinez,
Alexis de Saint Genois, Sandrine Martin, Alexia Apikian
Strategic Planner: Théo Tiret
Traffic Manage : Mathilde Sigler
Production & stills Post-production: Big Production
Producers: Raphaël Carassic & Kasia Staniaszek
Directors: Réalité (Jason Causse & Alba Solé)
Post-Production: Firm
Head of Post-production: Johan Luce-Antoinette
Assembly: Gwen Ghelid
Grade: Arthur Paux
Sound: Prodigious
Sound Director: Joel Tessonneau
Songwriter: Clément Ducol
