Orange could not produce new creative executions during the time they were going through a creative agency pitch. Our big idea was to select National Geographic to generate and produce the creative material themselves from their own assets. Creativity, integration and multi-platform synergies were put in practice through TV, print, online, and airports (carefully identified ‘transit’ spaces). National Geographic had never previously offered their images to third parties and traded them on a commercial basis.

Through the content-driven solution with NatGeo, Orange saved €3.5M in production costs and achieved cut-through of all media above Ipsos norm, especially print (+207%) and outdoor (+57%). High advertising awareness (84%) and positive impact on Orange image amongst international traveller, whose emotional response included key feelings of confidence and freedom.