Telecommunications company Orange International’s penchant for connecting people is showcased in this spot created by Publicis Conseil, Paris, and directed by Nico Perez Veiga via production house Iconoclast. The technology bringing folks together is represented by an orange thread that spans vast distances.
The common thread eventually connects two people in particular, part of a campaign based on the idea that “Orange brings you closer, the rest is in your hands.”
Client Orange International Agency Publicis Conseil, Paris Elie Trotignon, executive creative director; Frederic Royer, creative director; Fabien Chiaffrino, artistic director; Christophe Paviot, copywriter; Timothe Rosenberg (Prodigious), producer. Production Iconoclast Nico Perez Veiga, director; Nathalie Lecaer, producer; Rodolphe Lanaro, line producer; Steve Annis, DP; Lucie Gallot, production assistant. Postproduction Digital District Cyril Bordesoulle, Guillaume Larose, post producers; Carlos Font Clos, editor; Mathieu Caplanne, colorist; Joel Tessonneau, sound producer.
IKEA Norway and creative agency TRY teamed on a series of small stories launching the “Made for Life” communication platform.
Directed by Jakob Marky of production house Bacon, the campaign films include this one titled “Hope” in which we see a toddler’s high chair (with its affordable price briefly appearing on screen). The camera then pans across the room. A supered message informs us that it might be superstitious to leave the chair out in the open but you need all the luck you can get, at which point the camera reveals a storage box containing syringes. Luck is vital, continues the supered message, when the fertility shots for the next attempt are sitting in a storage box (also with its affordable IKEA price shown on screen).
“Hope”--which deftly addresses the sensitive theme of infertility--concludes with the IKEA logo and the slogan “Made for Life.”
In a joint statement, TRY creatives Eirik Sørensen and Caroline Riis shared, “Life consists of more than Instagram moments, and it’s fantastic that IKEA dares to acknowledge this. We thought it might be nice to let the well-known and strict IKEA price points tell real and heartfelt stories about the lives of many people out there.”
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