Mother creates debut pan-Euro Orange work

Orange unveils its first pan-European campaign this week with a series of ads created by Mother.

"Intimacy", which launches initially in the UK and France, aims to demonstrate Orange's personalised customer service approach. Each TV and print execution tells the story of a central character and how Orange can offer a solution to their real-life situations.

The campaign coincides with the launch of a range of products and services that are tailored to meet customers' individual needs.

Mother was appointed to the brief in September after a pitch against Lowe in Switzerland and BETC Euro RSCG in France. It was a vote of confidence for the agency which had been criticised for some of its UK Orange ads.

Jeremy Dale, the vice-president of brand marketing at Orange UK, said: "The campaign has the same stylistic imagery that Orange has always possessed but it is a bit fresher and moves the brand on even more."

"David", the first execution, shows the benefits of Orange e-mail. It centres on David Perrin, a man who always seems to miss out on things.

In one scene he goes to a football match and his team scores while he is tying his shoe lace.

The voiceover states: "Orange understands that feeling of not being in touch. That's why we have developed e-mail on the move so you can now pick up all your mail through any ordinary mobile."

The print work will appear in newspaper supplements while the TV schedule will focus on primetime Channel 4 programmes, ITV dramas, sport and key satellite shows.

The ads were written and art directed by Mother. The campaign was directed by Traktor through Partizan.

Media planning and buying is by Media Planning Group.

The campaign template will roll out across other key markets in 2004.

Local agencies have also been commissioned to develop supporting ads with the same brief to address the specific needs of the individual markets' customer base.

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