The ‘Goldspot’, so called because of its placement following film trailers and before the main feature, was provided to Orange with just one condition: remind audiences to turn their phones off. The Insight: If there's one place where consumers reject brand intrusion, it’s in the entertainment arena. It was therefore crucial to make our communication rewarding and relevant to its environment.Enter the Orange Film Commission Board, a fictitious department ‘inside’ Orange so obsessed with phones that every time a star pitches a project, the characters turn the idea on its head to shoe-horn mobile phones into the plot.