Orange 'Orange project' by Mother

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Mother and Orange have broken convention in their latest work for Orange Animals packages. Orange customers were sent a cryptic text message, inviting them to take part in the filming of "a secret project in a stunning location". The cast for the TV ad was then selected via a series of 'Pop Idol'-style auditions. The ad itself is set in the desert in Spain and features customers displaying character traits belonging to the Orange animals. The animals are set a range of tasks which bring out their true colours; highly sociable is signified by a dolphin; those who use the phone as a tool are raccoons; a canary is someone who likes to chat for long periods; while those who want extras, such as email and mobile content, are panthers.

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Keywords:

Mother, Orange, Television

Released: 02 August 2006

Credits

Project name
The Orange Project  
Client
Pippa Dunn, brand marketing director, Orange
Brief
To bring the four new Orange packages to life and to demonstrate that they are based on an understanding of the different drivers and needs that people have.
Creative agency
Mother 
Copywriter
Mother 
Art director
Mother 
Planner (creative agency)
Mother 
Media agency
Initiative 
Media planner
Julia Francis 
Media spend
£7.8m March to Dec
Producer
Mother 
Production company
HLA 
Director
Simon Ratigan
Editor
Ben Stephens at The Whitehouse
Post-production
The Mill  
Audio post-production company
Factory/Anthony Moore 
Exposure
National television; internet  

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