Orange

Cameron Saunders

Campaign in 1998-9 for Orange. Task: to retain the brand's aspirational values at the same time as delivering rational sales-based messages, when mobile phones were going mass market and thus being devalued.
Author: Cameron Saunders

 Orange

SYNOPSIS

The brand, John Grant tells us, is no longer an unchanging essence. Rather, it is now an author a constant presence behind new ideas. The author behind Orange is a six yearold child, who always questions the way adults do things, and always takes a fresh perspective.

As the mobile phone market matured, the communications challenge was to retain the Orange's aspirational, almost spiritual brand values whilst at the same time delivering prosaic, compelling salesbased rational messages in a direct and hardhitting way.

The role of planning was to articulate the role of...

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