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Orange Targets MENA Millennials with #NowNeverLater Campaign for Yo

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Publicis Conseil campaign for the recently launched communication platform

Orange Targets MENA Millennials with #NowNeverLater Campaign for Yo

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.

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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 / VFX

Post Production Company: Prodigious

Producer: Franck-Hervé Marc

Colourist: Regis Oyer

Motion Designer: Julien Laudicina


Sound Engineer: Joël Tessonneau Prodigious

Creative Agency

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

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 Electronics

Publicis Conseil, Wed, 19 Dec 2018 10:54:39 GMT