WINNER
CLIENT: Orange
AGENCY: in-house
CREATIVE TEAM: Lynne Arrowsmith, Rebecca Lee, Simon Chesterman, Silas Landricombe, Barny Macaulay and David Hopper
Explaining the new branch philosophy and promoting the idea that "together we can do more" were among the aims of Orange's communications strategy. Social networks, internal posters, banners and competitions all worked together to build the "I am..." philosophy and create involvement in the company. The judges felt that it was an impressive and engaging campaign.
"Our brief was to engage all 12,500 employees with the new vision for the Orange brand, brought to life initially through our 'I am' campaign. The online 'I am generator' gave every single employee the chance to write their own personalised 'I am' statement, which resulted in bespoke printed merchandise and personalised email signatures for everyone. With every broadcast internal media channel tuned in to the campaign, we were able to fully engage, involve and excite our internal audience with the new direction for the brand."