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Orange was one of the many new mobile providers in the market a couple of years ago. Originated in the UK they started their big march into the world of telecom. Their vision was one that very much revolved around people and their need for connectivity. Orange very much understood the psychology around that. Which is also something we often used for them when recruiting people in ads for them. To enhance the use of orange as a color we always shot print and tv in B&W.

These 2 ads and the accompanying tv commercial touch upon the sensitive topic of carry over. Which meant that even after a year you would keep your minutes, which was not the case with some of the competitors. We illustrated this by seeing people walking literally through the 4 seasons as if they happened in 1 scene thus covering 1 year in 1 image.

Orange. Mobile opportunities

Photographer: Paul Bellaart
Director: Othmar Sweers, Balsa Films
Copywriter: Axel de Swarte/Bernd Weeke.

Four seasons

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