|
Behind the Idea: Orange 'Gold Spot'
What were creatives really thinking when they developed Orange 'Gold Spot' featuring Spike Lee, Sean Astin and Verne Troyer?
Still 'The Board'. Creative team: Luke Williamson and Yan Elliott. Associate Creative directors at Mother London. Campaign: Orange 'Gold Spot', which is the name of the 60sec space after the trailers and immediately before the film in UK cinema's nationwide. Idea: The idea is about a film commission board set up by Orange to show their commitment to film. But being so marketing minded they are obsessed with product placement and therefore compromise the ideas pitched to them. Where: We came up with this idea thinking that they should be engaging in a more sophisticated way with an audience who are there and much more open by the nature of their location. Satisfied: We are very satisfied with the campaign. Obviously it can always be better. We have a great cast and a great property, which we want to exploit more. Two of the most fun to work with were the legendary Sean Astin and Verne Troyer from the Austin Powers movies. Comment: A good example of positioning, strategy and creative working together in a dreamy, teamy, creamy kind of way. Laugh now please. 
Stills commercial Orange 'Gold Spot'. |
 |
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
 |
posted by BlogFonk: Friday, October 22, 2004 [#]