Wed, 19 Dec 2018 10:54:39 GMT
First launched in 2017, Yo is the communication platform developed by Orange and Publicis Conseil to address youth in MENA (Egypt, Jordan, Morocco, Tunisia), who represent a significant part of the population in this region and are a key audience for the brand.
What’s Yo? A radical and bold way of communicating, designed to cut through the marketing “blahblah” wherein the brand cuts through the noise and goes straight to the point… to bring youth closer to what matters to them.
Whilst Yo in 2017 focused on youth’s Fear of Missing Out (FOMO) insight with the claim “Straight up”, Orange returns with a new campaign based on this target’s desire to do things 'Now, never later'.
Elena Cabrero, Orange’s global brand advertising director states that “MENA youth want everything, now. What they love, they want to do it now – get it now – watch it now – show it now – share it now, never later. Orange answers their need by bringing them the connection to live in the now.”
To kick off, Orange will launch 6 mini films inspired by viral videos that embody the codes of this generation: bold, free and deliberately unpolished. The films feature young people, in different situations, who all chose to follow their first instinct and live “now and never later”.
The campaign also invites youngsters to share their own “Now, never later” moments on Social Media with the hashtag #NowNeverLater. The best content producers will be rewarded by the brand.
The second media phase will include more details on the commercial offers that Orange developed specifically for this target.view more - Creative
Advertiser: Orange International Global
Brand Director: Jean-François Rodriguez
Head of Advertising: Alexis Berger (MENA)
Brand Manager: Vrej Minassian (Music)
Global Brand Advertising & Activations Director: Elena Cabrero
Global Media Manager: Géraldine Grümmer
Post Production Company: Prodigious
Producer: Franck-Hervé Marc
Colourist: Regis Oyer
Motion Designer: Julien Laudicina
Sound Engineer: Joël Tessonneau Prodigious
Creative Agency: Publicis Conseil
Executive Creative Director: Elie heTrotignon
Creative Director: Fréderic Royer
Art Director: Delphine Arnol
Copywriter: Julie Moreno
Producer: Pierre Marcus, Bertrand Ayache-Anguenot
Account Managers: Magali Bergeroux, Carla Cabalfin, Paul Chassais, Samira Maarouf, Margaux Jorelle
Strategic Planning: Libby Little
Production Company: Bollywood
Producer: Dominique Esmenard
Director: Jan Boon
DOP: Jean-Baptiste Riere
Line Producer: Jonathan Vienot
Production Assistants: Samantha Mondelice
Photographer : Guillaume Landry
Editor: Jan Boon / Romain Duplessier
Genres: Comedy, People
Categories: Smart watch, Consumer ElectronicsPublicis Conseil, Wed, 19 Dec 2018 10:54:39 GMT