Orange - Film to go / Popcorn - (2011) (UK)
The popcorn here is a bit like the Blob, except you can eat it!
Fallon and Orange have created a campaign to promote its new "Orange Film to Go" offering, which allows customers to download a film from iTunes every Thursday, on Orange. Top film titles include The Wrestler, The Ghost and Che: Part One amongst many.
Breaking on Monday 15th August, the fully integrated campaign features TV, cinema, print, outdoor, digital, mobile, search and retail.
The offer is part of the brand's "more from Orange, for you" strategy, which aims to reward and retain its loyal customer base with exclusive offers and content which they love, and will complement its hugely successful Orange Wednesdays promotion.
Directed by Chris Palmer (Skoda Cake), the ad spot uses a series of everyday situations with people in various settings and locations watching a film on their TV or mobile device. As we see the characters (including a couple on their sofa "date night", a family camping, and a bloke on the bus) enjoying their film experience we hear the sound of popping popcorn which builds to a crescendo as we survey the everyday scenes turning extraordinary, with waves of popcorn bursting all around.
Developed by Fallon and Poke, a dedicated microsite allows you to redeem your code and watch trailers for upcoming films.
Project name: Orange Film To Go
Creative agency: Fallon
Client & their job title: Ian Smith - Head of Brand Communications
Brief: Launch of the Orange Film To Go proposition
Executive Creative Director: Santiago Lucero
Creative Director: Gui Borchert
Art Director: Mariano Cassisi
Copywriter: Laura Visco
Group Account Director: Katrien DeBauw
Account Director: Emily Kortlang
Account Manager: Sam Bloch Agency
Planner: Gareth Goodall & Holly Clancey
Agency Producer: Tracy Stokes
Production Company: Gorgeous
Director: Chris Palmer
Producer: Alicia Bernard
Director of Photography: Jess Hall
Editor: Scot Crane @ The Quarry
Post-production: Tom Sparks
Media Agency: MEC Media Planner: Sarah Matthews