The Work: New Campaigns - UK.(Citroen U.K. Ltd., ASDA Group Ltd., Nationwide Building Society )

 
ONE TO LOOK OUT FOR - ORANGE - OPEN 
Project: Open 
Clients: Didier Quillot, president; Nicolas Guiramand, brand identity 
director, Orange 
Brief: Announce Orange's new version for a converged future, a future 
where there are no barriers between us and the things we love 
Creative agency: Marcel 
Writers: Manu & Florent 
Art directors: Manu & Florent 
Planner: Mark Sinnock 
Producer: Muriel Helene 
Media agencies: Media Planning Group, France, Initiative Media, UK 
Media planner: n/s 
Production company: Partizan 
Director: Antoine Bardou-Jacquet 
Editor: Stephane 
Post-production: BUF 
Audio post-production: Boris 
Exposure: Pan-European TV 

Orange has launched its new strategy with a TV spot from the Parisian hotshop Marcel.

The ad sings the praises of a life lived in the open, drawing parallels with the freedom afforded by the combined communications offering from the telecoms company, which now includes internet access following the rebranding of Wanadoo under the Orange banner.

The commercial is the first TV work for the mobile phone company since its owner, France Telecom, consolidated its business within the Publicis Groupe. Marcel, run by the creative duo of Fred Raillard and Farid Mokart, runs the account in France, while Fallon holds the reins in the UK.

The ad opens on a fish in a goldfish bowl, floating on the open sea. The fish is able to observe the watery world around it, but it's not until a storm brews overnight and the bowl floods with rainwater that the fish is able to escape and explore its surroundings. A voiceover reads 'life's better when it's open', and the ad ends on the line: 'Orange. The future's bright.'

 
SURE - SUPER WOMAN …