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ADVERTISING CAMPAIGNS

Orange RockCorps ‘Stand Up and Be Counted’

Agency: Fallon

Client: Orange

Orange RockCorps, the music-led volunteer programme, is celebrating all of the great work achieved by volunteers through a national TV campaign.

Set against a gradually regenerating urban backdrop, a diverse cast of 268 16-24 year olds, featuring volunteers from the Orange RockCorps programme, were meticulously arranged to create an effect similar to a flick-book.

Using a pioneering manual ‘morphing’ technique, the sequence will show one person morphing into another through gradual, incremental changes in their physical appearance. Volunteers’ hard work, meanwhile, is reflected by surroundings shown in a constant state of transformation.

The TV campaign, dubbed ‘Stand Up and Be Counted’, will run throughout July and September to coincide with the Orange RockCorps gigs in Manchester and London. It aims to echo the Orange brand vision - 'Together we can do more' – by showcasing the positive, transformative difference that people can make when they come together.

The TV advert, created by Orange’s retained agency Fallon and directed by Dougal Wilson of Blink TV, was filmed at Milton Court Estate in Deptford over the course of three days. It will be supported by radio and outdoor activity.

Brand Director of Orange UK, Spencer McHugh, said: “The TV campaign celebrates the heroes of Orange RockCorps, volunteers who gave up four hours of their time to help in their local communities. The advert shows how collective achievement can make a real difference.”

AJR
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