Orange campaign sets-out the Group’s commitment to ensuring that digital services remain a genuine opportunity for everyone
Orange is launching a new awareness campaign designed to highlight the potential risks inherent in the use of digital services, but also the various tools available to tackle them.
The creative concept places audiences directly in the context of a parent’s internal reflections as he offers his first smartphone to his daughter. His conflicted thoughts around introducing his daughter to the digital world simultaneously lead him to observe his own digital habits as an adult.
The film deals with the sense of responsibility that parents feel towards their children regarding the way they interact with the digital world and the importance of using their screens safely and responsibly.
“We have always been convinced that technology only makes sense if it benefits people, society and the planet. And we are very conscious of our particular responsibility as a major player in the digital revolution. This is why we are making this commitment to accompany our customers in their daily lives in order to ensure that they all stand to benefit from the opportunities that digital services afford,” said Béatrice Mandine, Executive Director in charge of Brand and Communications at Orange.
Marco Venturelli, President in charge of Creation, Publicis Conseil, commented: “Orange’s long-term strategy of placing people at the centre of technology is increasingly relevant in today’s highly connected world. To talk about digital responsibility in people’s lives, we sought out a creative concept based on emotions and human interactions. Katia Lewkowicz, with her gift for capturing those authentic moments of humanity, was, therefore, the perfect choice.”
An exceptional, two-minute version of this film was aired in France on TF1 shortly before 9pm on Sunday, 15 September. The film will also be available in 30-, 45- and 60-second versions as part of a full 360-degree advertising campaign across TV, cinema, digital, print and outdoor media formats. The campaign will be rolled out across all of Orange’s 27 countries.