Publicis Conseil Celebrates Everyday Superheroes with Orange

After a year where network speed and deployment were paramount, Orange, leader in future networks, wants to put the user and their digital usage back at the heart of its message. 

Nowadays, everyone is connected. The smartphone, and all the high speed internet usage that goes with it, has become  an  essential  part  of  everyday  life.    It  is  on the  basis  of this  observation that Orange  created  its  new campaign, showcasing the superpowers that we can all have with Orange 4G. 

Who hasn't dreamed of being omniscient? 

Who hasn't dreamed of being a superhero in the eyes of their loved ones? 

Who hasn't dreamed of finding a parking space in the blink of an eye? 

Who hasn't dreamed of winning the heart of a superheroine? 

 Emotive and humorous, this new campaign, designed by Publicis Conseil, will be deployed across all media and social networks. The campaign shows how we can all have superpowers, thanks to super fast internet...real superheroes will pale by comparison! The campaign will be launched on TV and in cinemas with the Wonderlove film. The film tells the story of an ordinary young man who, thanks to his 4G superpowers, wins the heart of a superheroine, to the consternation of a superhero who sees his powers completely surpassed. 

Thanks to his smartphone applications, and a little bit of charm, the young man sails through the story with ease: contactless mobile payment, geolocation, remote home management, instant downloads. 

On the Orange.fr site are the incredible adventures of other everyday superheroes SuperLisa, SuperNico, SuperJulie and SuperEmile who battle it out with Moonman, Titanos, and even Mr. Invisible. A humorous comic series by Reno offers a simple way to discover and learn about all of the applications possible with Orange superfast internet. A published version of this comic‐style user guide will soon be available in all Orange stores.  

In order to stimulate conversation around this new concept, Orange will also offer internet users an interactive animation in which they are the hero. Every day from March the 17th‐ 21st, Orange invites internet users to share their dream superpowers on Twitter, using the hashtag #monsuperpouvoir . A team of illustrators wiill create and then post a comic-style drawing of the most imaginative superpowers: Charlie Poppins, Bill Otomo, Flomize, Loic Secheresse, Erwann Surcouf. The most prolific contributors will even have their superpower illustrated in the form of a comic cover by famous comic artists such as Stéphanie Hans, RUN and Guillaume Singelin. 

From April, the campaign will include posters featuring defeated superheroes, plus superheroes will battle it outwith the  Livebox Jet offers  in Orange stores.  The  concept will be used throughout the  year with new material released regularly. 

Orange 

Fabienne Dulac, Quentin Delobelle, Annabel Salesa, Séverin Cassan 

Publicis Conseil 

Chief Creative Officer : Olivier Altmann 

Creative Director : Olivier Altmann 

Copywriter : Olivier Dermaux 

Art Director : Mathieu Vinciguerra 

Account managers : Marie Wallet, Anne Dauvé, Steven Roué, Baptiste Roynette (Marcel), Noémie Balmat (Marcel), 

Joanna Weber (Marcel), Rémy Guizerix (Marcel) 

Strategic planner : Nicolas Lévy (Marcel) 

TV Producers : Pierre Marcus, Guillaume Delmas (Prodigious) 

Director : Fredrik Bond 

Production : Irène