The Brief:
At the end of every year, Orange provides its employees and COMEX members with a greeting card to send to their corporate commercial contacts. This year the card needed to do more than just send New Year greetings from Orange – it also needed to communicate the evolved strategic intent, Essentials 2020, showcase the refreshed brand and demonstrate the integral ethos of Listening & Responding. This year is also the first year when all the COMEX members have a Twitter account and Orange can monitor the Orange campaign from the Social Hub.
The Idea:
As a creative team, we proposed a greeting card mechanic that brought the spirit of new year wishes to live in a modern way, combining printed media with an online experience. An idea born of traditional
Thailand sky lanterns, Orange wishes in 2016 is a new and unique way to send Happy New Year wishes to other people using printed lanterns as cards and digital lanterns as information carriers
through a virtual online landscape.