Orange 'togetherness' by Fallon
Orange is putting £9m behind a campaign to promote its broadband and mobile packages. The campaign introduces the new umbrella strategy "Togetherness", which aims to encourage people to keep in touch with each other throughout the year. The TV campaign features two animated characters, created by Aardman Animations. The wind-up creatures, which are stuck together, walk through towns, encountering people. When they stop, people have to wind them back up so they can continue on their way, keeping their "togetherness" going. The campaign will be backed by print, online and outdoor executions. The Togetherness idea will be used in future campaigns to raise awareness of Orange's animal packages, as well as promote new and existing products.