The world's largest orange. Orange advertising history Bashny.Net

Orange brand appeared in 1994 - Microtel Communications Ltd, founded four years earlier, decided to rename, change of ownership.
At the same time the notorious company Wolff Olins created for Orange square red logo, and the agency WCRS - the slogan «The Future's bright, the future's Orange», which became the core concept of marketing telecommunications giant France Telecom for many years.

Starting 17 years ago and continuing today, Orange bears in its advertising appeals of human values ​​and bright emotions, pushing information about specific services by the wayside.

Their videos or incredibly heartfelt and touching or funny or ridiculous. But never - ordinary, boring or preachy.




One of the first commercials for Orange shot Ridley Scott



And it is - the new spot, developed by the French agency Publicis Conseil, and filmed by director Frederic Planchon. In it the audience's attention is focused on the "Flag" and the unity of the people of the world that we receive from the Internet.

Large-scale, big-budget movie shows us the people of various nationalities in ecstasy to paint pieces of cardboard, metal, plastic, in a dark blue color. As it turns out, they do so in order to close these dark blue surface of the pieces of the planet and terribly frightened Russian cosmonauts. Still, anyone would be scared - the earth again! and disappeared. And while stunned cosmonauts linked from Baikonur, happy people standing under the blue shield and laugh - a prank gone right.



Great Chris Cunningham, director of "intellectual wealth", the set of director of music videos worked, "a specialist in shooting" in advertising Orange, which he himself had removed. In the video Orange, announcing unlimited MMS, Chris with his characteristic perversity gives tips on photography.





This summer, Orange launched lonchevuyu campaign «Life, as you like it» - «Life as you like it" worth 13 million pounds. A series of rollers was developed by agency Fallon London and filmed production house Rattling Stick in South Africa. Each roller is the main character who sings or talks about why he likes this or that service, creating together with friends in this giant theater sets reflecting the essence of the message and the tagline of the campaign - «Life, as you like it».




Noam Murro removed for Orange almost documentary about how in 2003, New York remained without electricity, and how a lot of interesting things can happen when you are not working the phone.






Movie Magic Numbers need to watch with bated breath.


According to the creative concept, the girl suddenly finds himself in a very mysterious house. She goes from room to room and finds in each of them wonderful things: one - hung in the air hundreds of small toys, the other - all from clay, and the third is filled with a kind of cloud.

The camera pulls back, and it becomes clear that all this is happening in someone's head, and the girl, in fact, met with thoughts, ideas, emotions, some cheloveka.Ona leaves its mark in the "house" and takes the toy souvenir out.



The agency Leo Burnett is developing Vitruvio for Orange light and very pleasant rollers.

Each of the spots in the series created for different offers and services Orange. They are united by the already mentioned "chelovekoorientirovannost." There are no terms, no technical description: the brand speaks to consumers about their needs in a simple and understandable language of emotions.









Publicis Conseil urges the French to work unmatched customer support Orange.

The concept of a television campaign was built on the original metaphor. The old man can not cope with the small but annoying problem. In the morning he was trying to get rid of hiccups, using all kinds of folk remedies. Untested only one thing - fear.





Agency Marcel, Paris has created for Orange incredibly beautiful movie «Flowers».


The spot is a world strewn with flowers, in fact, turned into a paradise. As conceived by the creative team of the agency, Orange allows you to look at familiar things from a different angle and transform everyday life. Shootings were carried out in Thailand. In order to convey the beauty of the world with Orange director Rob Sanders took 10 000 colors.



Wieden + Kennedy - London has developed an advertising campaign for the Romanian branch of Orange.

Two dissimilar to each other either in style or in the plot roller perfectly fit into the global advertising concept mobile operator: The future's bright, the futures's Orange.








On the eve of 2006 Fallon London presented a new concept for Orange - «Togetherness» - shows like Orange via its various services allows people to maintain relationships, to maintain proximity of the entire year.


In the story roller toy couple in an embrace "walks" through the streets of the crowd of people with their daily concerns. When she ends plant, be sure there is someone, allowing it to continue its journey and meet other passers-by, recalling the closeness of the city.





Then followed a series of rollers 'People good together' (~ People well together). Favorite friends and relatives of the main characters appear as if by magic, as if out of nowhere and disappear, one after another in an endless stream of communication.

Orange new campaign aims to show their involvement in people's attitudes. Operator Services allow customers to take care of loved ones, wherever they may be.





One of the most touching movies Orange tiger shows the viewer gently immersed in a natural "bath" and blissfully sitting in it. Such is the catchy metaphor tells the operator that a communication from Orange to travel comfortably.






This movie, directed at the business sector.


Euro RSCG C & O has developed a creative, based on one simple idea: Orange Business Services - a partner for those in which the entrepreneurial spirit is strong, for people who want to enhance their business. In the video "Van" chanted the desire to do business, it is an ode to those who believe and who are worthy. "The entrepreneur in all of us».





The genius of the creative concept of "Turn off mobile phones in cinemas" has been repeatedly confirmed and prizes in Cannes, and the love of the audience. Since 2000, Orange attracted famous actors to participate in the ironic rollerblading, cross-cutting characters which are two functionary fictional film company Orange Film Board.

Mr. Dresden and his assistant Burnley do not get tired remake the classic scenarios, transforming them into mobile advertising services.

Last October, Orange has extended a contract with Carlton Screen Advertising, dealing with advertising in British cinemas, and established itself for another 3 years, so-called, 'gold spot' - movie, which airs right before the movie. Orange holds the rights to 65-second 'gold spot' since 2000. The cost of a three-year agreement - 50 million pounds.





via / orange / 2007/05/03/17526 /