Orange: Magic Numbers

Description
------------------------------------
Introducing the Magic Numbers Campaign


In September Orange are introducing a new product called Magic Numbers that allows Orange customers to have unlimited conversations with a nominated 'magic number'... and to add a new Magic Number every 6 months.

The role for the advertising, created by Mother, was to not only introduce this product but to also create strong emotional desirability around having more conversations.

The creative idea is that having a conversation is a bit like being inside someone's head; you can explore thoughts, passions, likes, dislikes, effect moods, discover secrets, memories. And therefore, the more we talk the better we get to know each other.

TV explores the notion that having a conversation is a bit like being inside someone's head. The 60" introduces the overall concept and the 30"s and 10"s also show more product detail. Crosstracks, Press and Postcards use 'mind map' executions that plot out the thoughts of 3 different people to explore the notion that the more we talk the better we get to know each other. All this is supplemented by 6sheets, newspaper and stations which explain more about the product.

All executions use a rainbow as an icon to symbolise the threshold we cross when we enter a conversation and into someone's thoughts.


Creative Commentary
------------------------------------