Having a conversation is likened to being inside someone's head in Orange's latest television campaign for its new service called Magic Numbers, which allows customers to have unlimited conversations with a nominated "magic number" and add a new one every six months. Created by Mother, the campaign not only attempts to promote the product but to create "strong emotional desirability around having more conversations". The 60-second "portal" spot opens on a woman walking through a rainbow into various rooms via trapdoors or stepladders. It turns out that she is walking through all the different thoughts, ideas and emotions inside somebody's head. A voiceover says: "The longer the walk the more there is to discover. With Magic Numbers you get to know each other better."

This article was first published on Campaign Work

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