Orange has launched its second phase of its new “I Am” brand campaign under the strapline; Together we can do more.
In it’s new TV ad, created by Fallon, world record holder Mark Beaumont shares why he is who he is and how he set out to break the around-the-world cycling record and finally achieved his goal earlier this year.
The campaign is supported by poster, press, radio, online and interactive TV linking to a documentary created by Poke.
The film, directed by Danny Kleinman, opens on Mark walking into a room with four large projection screens, four walls and a stationary bike in the centre. As Mark begins to pedal, his memories are projected onto the screens. The images represent his life’s journey - from childhood to the day he broke the record - and all the people that contributed to his achievement.
The concept behind the brand campaign is that we are made up of the sum of our relationships and experiences and that every idea, every achievement and every thing we do as individuals has been forged by relationships and experiences.
Justin Billingsley, Director of Brand, Orange UK , comments: "The Mark Beaumont ad brings to life a thought provoking inspirational story that people can reflect on. Everybody has a story to tell and Orange plays a fundamental role in customers’ lives, fuelling their relationships and putting customers in touch with the people and things that matter most to them."
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