Orange Yo - "Superman"

Publicis Conseil

Publicis Conseil Paris, France

10285

Marque: Orange Yo
Pays: France

Annonceur: Orange

Titre	Superman
Agence	Publicis Conseil
Campagne	#NowNeverLater
Annonceur	Orange
Marque	Orange Yo
Date de première diffusion/publication	2018 / 12
Secteur d'activité	Télécommunications
Philosophie	First launched in 2017, Yo is the communication platform developed by Orange and Publicis Conseil to address youth in MENA (Egypt, Jordan, Morocco, Tunisia), who represent a significant part of the population in this region and are a key audience for the brand. What’s Yo? A radical and bold way of communicating, designed to cut through the marketing “blahblah” wherein the brand cuts through the noise and goes straight to the point… to bring youth closer to what matters to them. Whilst Yo in 2017 focused on youth’s Fear of Missing Out (FOMO) insight with the claim “Straight up”, Orange returns with a new campaign based on this target’s desire to do things “Now, never later”. Elena Cabrero, Orange’s global brand advertising director states that “MENA youth want everything, now. What they love, they want to do it now – get it now – watch it now – show it now – share it now, never later. Orange answers their need by bringing them the connection to live in the now.” To kick off, Orange will launch 6 mini films inspired by viral videos that embody the codes of this generation: bold, free and deliberately unpolished. The films feature young people, in different situations, who all chose to follow their first instinct and live “now and never later”. The campaign also invites youngsters to share their own “Now, never later” moments on Social Media with the hashtag #NowNeverLater. The best content producers will be rewarded by the brand. The second media phase will include more details on the commercial offers that Orange developed specifically for this target
Type de média	Télévision
Longueur	17 seconds
Brand Director	Jean-François Rodriguez
Global Brand Advertising & Activations Director	Elena Cabrero
Head of MENA Advertising	Alexis Berger
Music Brand Manager	Vrej Minassian
International Advertising Campaign Manager	Charlie Lévêque
Global Media Manager	Géraldine Grümmer
Directeur de la création	Elie Trotignon
Directeur de création	Frédéric Royer
Directeur artistique	Delphine Arnol
Concepteur / rédacteur	Julie Moreno
Responsable de budget agence	Magali Bergeroux
Responsable de budget agence	Carla Cabalfin
Responsable de budget agence	Paul Chassais
Responsable de budget agence	Samira Maarouf
Responsable de budget agence	Margaux Jorelle
Stratégie/Planning	Libby Little
Producteur, agence	Pierre Marcus
Producteur, agence	Bertrand Ayache-Anguenot
Maison de production	Bollywood Productions
Producteur	Dominique Esmenard
Réalisateur	Jan Boon
Producteur délégué	Jonathan Vienot
Assistant de Production	Samantha Mondelice
Post production	Prodigious
Directeur de la photo	Jean-Baptiste Rière
Post-production Producer	Franck-Hervé Marc
Monteur	Romain Duplessier
Monteur	Jan Boon
Color Grade Artist	Régis Oyer
Motion Design Lead	Julien Laudicina
Photographe	Guillaume Landry
Retouche	Adrien Bénard
Producteur son	Joël Tessonneau
Production du son	Prodigious
Business Affairs	Alice Rolin