Grey London Shakes Things Up a Little with E4 Idents for Orangina
Grey London has created E4’s first branded stings in a deal brokered by Mediacom. The playful animations are a continuation of Orangina’s highly successful brand repositioning campaign ‘C’est Shook’, which launched last August. They break this week and will run throughout the summer.
The eight stings have been illustrated by the original and idiosyncratic animator Pencil Bandit. With scenes ranging from a game of spin the bottle at a retirement home to a laid back volleyball rally featuring two very French waiters and a bottle of Orangina, each brings to life the quirky world of Orangina – celebrating the ritual and iconic bottle shake and the philosophy that ‘life is flat unless you shake it’.
Darren Wright, creative director, Grey London, says: “Orangina’s philosophy – that ‘life is flat unless you shake it’ – is aimed at those who rejoice in the slightly less ordinary. The brilliantly quirky Pencil Bandit was the perfect person to bring our ideas to life. His playful, distinctive style ensures each animation embodies this philosophy to a T – as does the partnership with E4 itself, another brand that, like Orangina, likes to behave slightly differently.”
Dan Bixby, Deputy Agency Principal at Channel 4 said: “4Sales wanted to find the right partner for E4’s first ever branded stings and Orangina and the ‘C’est Shook’ campaign proved to be the perfect fit. ‘E stings’ have a reputation for being innovative so we’re delighted with Orangina’s quirky take and we’re sure they will appeal to E4 viewers.”
Grey London’s new work follows the highly successful launch of ‘C'est Shook’ last autumn- during which awareness shot up as Orangina embedded its brand personality with consumers.
Roxana Parvizi,senior brand manager for Orangina, said: "The C'est Shook campaign re-awakened the iconic brand in the mind of the British public. This new partnership will help deepen that affection and make Orangina central to our audience’s entertainment and leisure time."
Creative Agency: Grey London
Copywriter: Stevie Rowing-Parker
Art Director: Emily Churches
Account Management: Katja Giannella, Grant Patterson, Gemma Troup, Jess Hockey
Planners: Natasha Sales
Media Agency: Mediacom
Planner: Helen Foster, Sohini Dasgupta
Production Company: Pencil Bandit
Director: Eliot Ruocco-Trenouth
Editor: Eliot Ruocco-Trenouth
Category: Pop/fizzy , Soft drinks