Orange launched an awareness campaign related to the risks inherent in the use of digital services

Cristina Blanaru Creativity

Orange is the first operator to speak-out across 27 countries about the risks associated with digital uses. This new campaign sets-out the Group’s commitment to ensuring that digital services remain a genuine opportunity for everyone.

Digital services give people an unprecedented ability to communicate, learn, entertain, share and connect with each other. With appropriate use, it has the ability to empower all who have access to it. But digitalisation also comes with considerable risks, and this is increasingly becoming a source of concern both for society as a whole and for our customers.

The awareness campaign was directed by Katia Lewkowicz and produced by Publicis Conseil and is launched by Orange to highlight the potential risks inherent in the use of digital services, but also the various tools available to tackle them.

The creative concept places audiences directly in the context of a parent’s internal reflections as he offers his first smartphone to his daughter. His conflicted thoughts around introducing his daughter to the digital world simultaneously lead him to observe his own digital habits as an adult.

The film deals with the sense of responsibility that parents feel towards their children regarding the way they interact with the digital world and the importance of using their screens safely and responsibly.

Béatrice Mandine, Executive Director in charge of Brand and Communications at Orange, commented:

We have always been convinced that technology only makes sense if it benefits people, society and the planet. And we are very conscious of our particular responsibility as a major player in the digital revolution. This is why we are making this commitment to accompany our customers in their daily lives in order to ensure that they all stand to benefit from the opportunities that digital services afford.

Orange’s long-term strategy of placing people at the centre of technology is increasingly relevant in today’s highly connected word. To talk about digital responsibility in people’s lives, we sought out a creative concept based on emotions and human interactions. Katia Lewkowicz, with her gift for capturing those authentic moments of humanity, was therefore the perfect choice

Marco Venturelli,

President in charge of Creation, Publicis Conseil.

An exceptional, two-minute version of this film aired in France on TF1 shortly before 21h00 on Sunday, 15 September. The film will also be available in 30-, 45- and 60-second versions as part of a full 360-degree advertising campaign across TV, cinema, digital, print and outdoor media formats. The campaign will be rolled out across all of Orange’s 27 countries.

In each country, Orange has already launched a range of concrete products and services to provide customers with information or tools designed to help them use technology safely and responsibly.

The film was developed and produced by Publicis Conseil. It was directed by Katia Lewkowicz, who started her career as an actress before directing various feature films, including “Pourquoi tu pleures?”, and multi-award winning advertising films for the “Intermarché” brand.

Orange is one of the world’s leading telecommunications operators with sales of 41 billion euros in 2018 and 148,000 employees worldwide at 30 June 2019, including 89,000 employees in France. The Group has a total customer base of 266 million customers worldwide at 30 June 2018, including 207 million mobile customers and 20 million fixed broadband customers. The Group is present in 27 countries. Orange is also a leading provider of global IT and telecommunication services to multinational companies, under the brand Orange Business Services.

Publicis Conseil, the agency of the Full Brand Experience, belongs to the Publicis Worldwide network, present on all continents in 84 countries. Its philosophy, Lead the Change, consists in identifying and analysing changes in order to give a lead to the brands it supports around the world. Its main clients are : AccorHotels, BNP Paribas, Carrefour, AXA, ENGIE, Fnac Darty, L’Oréal, Nestlé, Orange, Renault, Sanofi, Saint Gobain, Groupe Seb and many others

Credits:

Advertiser: Orange International

  • Executive Director, Communication and Brand: Béatrice Mandine
  • Global SVP Brand & Sponsoring Director: Jean-François Rodriguez
  • Global Brand Advertising Director: Séverine Nübel
  • Global Project Leader: Laëtitia Fruchier
  • Head of European Advertising: Charlotte Bowrey
  • Head of SSA Advertising: Sekou Bah
  • Creative Directeur: Christian Bony
  • Music Brand Manager: Vrej Minassian
  • Global Media Manager: Géraldine Grümmer

Agency: Publicis Conseil

  • CEO of Publicis Group in France: Agathe Bousquet
  • CEO of Publicis Conseil overseeing Creativity: Marco Venturelli
  • Art Director: Paul Garnier
  • Copywriter: Tobias Fant

Account Managers

  • Magali Bergeroux, Carla Cabalfin, Hafida Derouiche, Jeanne Lemarchand, Margaux Jorelle

Strategic Planning

  • Little Libby, Carole Colin, Stéphanie Jacquin

Production

  • Agency Producer: Sarah Bouadjera
  • Production Company: Grand Bazar
  • Director: Katia Lewkowicz
  • Executive Producer: Juliette Desmarescaux
  • Line Producer: Hugo Merival
  • Director of Photography: Jake Scott
  • 1st assistant: César Chabrol
  • Stylist: Sonia Philouze
  • Deco: Clément Price-Thomas
  • Post-production: Mikros & Prodigious
  • Post Producer: Franck-Hervé Marc
  • Editing: Thierry Hos
  • Colorgrading: Arthur Paux
  • Sound Producer: Joel Tessonneau, Thomas Anduze
  • Business Affairs: Marine Le Vergos, Laura Salehi