(01)
BACKGROUND
Summer’s end is oftentimes a nightmare for parents: they are simultaneously being bombarded with back-to-school offers and worrying about getting their kids everything they want. We knew we had to a back-to-school campaign the Orange way.
(02)
APPROACH & IDEA
For the parents, their September shopping might just be for school supplies. But for the kids, a backpack, a simple pen or even an ordinary pencil case can hold much higher significance.
We put those items in all of their wonderful forms and names the kids gave them, in the centre of our campaign. We filmed and photographed five kids and a little dog and gave new names and uses to dozens of Orange items: backpacks, pens, pencil cases, textbooks, sharpeners, rulers and whatnot. Just to show parents that Orange understands the significance of school utilities for their kids. And also has them all, in all shapes, sizes and colours.
(03)
EFFECT
In a more competitive environment with one of the biggest demographic declines among children, Orange managed to keep its market position relative to their competitors. And reminded parents what going back to school is all about.
