Orange Go introduces the magic land of conversations

I’m not a big fan of Orange brand and its lukewarm advertising style.  Since Orange brand was launched in Poland in September 2005 (it replaced a local brand called Idea) I haven’t seen a single commercial that would struck a chord with me.  This has however changed with some new TV ads that have been aired this year and promote Orange’s pay-as-you-go subbrand called Orange Go.  These are beautiful 3D animations that display a completely surreal landscape where the Orange Go users are rewarded with some special benefits.

The first TV spot  promotes a special offer called Minutes for Minutes that allows Orange Go users to gain up to 9 extra minutes free-of-charge after they made a phone-call longer than 2 minutes.

This ad introduced the term Orange’s magic land of conversations where only good things happen and the way they happen is a visual masterpiece of imagination and great animation technique.  The second TV spot  with the same visual imagery promoted a special package of 1000 minutes for just 6 PLN.

This campaign was also supported by some billboards – you may check it out below.

Orange's billboard / copy: 1000 minutes at your call in the magic land of conversations by Orange Go

The latest TVad that recreates the fantasy of the magic land of conversations is aired now and features a mythic pegasus that is being mounted by a group of friends, obviously Orange Go users.

This spot promotes another special offer which allows Orange Go users to call free-of-charge up to 3 other Orange users for a certain amount of time.

Advertising Agency:  Leo Burnett, Warsaw (Poland)

Postproduction & Special Effects:  Platige Image (Poland)

Creative Directors:  Paweł Heinze & Krzysztof Iwiński

Art Director:  Mateusz Goll   / Copywriter:  Natalia Dudek

Directed by:  Paweł Borowski