Telecommunications company Orange has launched with Publicis Conseil a campaign that is looking to spark everyone to make a simple gesture– give a second life to their old mobile phone by bringing it back to store.
A marquee part of that campaign is this film, “The Toy,” directed by Frédéric Planchon via production house. The piece tells with great sensitivity and emotion the intimate, sincere and unconditional relationship between a little girl and her toy, the famous “Fisher Price” rolling phone. As years go by, the child grows up, becomes an adolescent, gradually abandons her toy which ends up in the attic… Becoming a mother, she returns years later with her daughter who marvels and adopts the toy as everything old is new again. With this clever parable, Orange encourages us to give a second life to our phones.
“To deal with a subject like the second life of mobile phones, it seemed essential to me to show a story of transmission: it’s time to see the world through the eyes of those who will live it,” said Marco Venturelli, president overseeing the creativity at Publicis Conseil.
This :60 will be accompanied by a press, poster and digital campaign conveying the same message.
In a second phase, Orange will roll out several programs in Europe to give phones a second life by encouraging the return or recycling of old phones, as well as the repair or purchase of reconditioned phones.
Rolled out in France, the campaign will also gain exposure in Belgium, Spain, Luxembourg, Moldova, Poland, Romania and Slovakia.
