In order to communicate the benefits of Orange’s 3G Internet Everywhere laptop key, that allows you to access the Internet wherever you are, we chose to address a new generation of Internet uses that are getting together to inspire and create in exciting new ways.In keeping with «Together we can do more», Orange’s new brand vision, we told the true story of Rives, the world’s first 2.0 poet and how the poetry of his life is inspired by all of the people and places that he connects with in both the real and virtual world.

Twelve countries (and counting) have launched, each in individual ways, but based on common themes stretching across internal and external touch-points:- True Stories in ATL media and online to prove, rather than just explain the idea. Compelling stories of individuals told in the “I am” format (record breakers, entrepreneurs, business men, writers, parents, environmentalists…).- Internal events for individual employees to experience “together we can do more”, and personalised “I am” stories on items like business cards, bags, stationery etc.- Internal magazine and intranet sites for teams to record their unique “I am” stories.- Consumer events that made the vision real, again proving, not just saying the idea by creating new True Stories.- Product & service advertising that put the benefit of the product in the human context of being who you are thanks to others…- Business-to-Business advertising in the “I am” format.

Success is already clear against the key objectives:1) Unifying a fragmented brand from having multiple endlines, campaigns and no sharing of creative, Orange now has: - One vision.- One campaign idea uniting 12 countries (on its way to 26), 12 agencies and 6 networks behind a common cause.2) Redressing weakness in emotional proximity.A 38% increase in emotional proximity over pre-campaign levels has been achieved in the first market to have been running for 8 months and have brand tracking data (UK), other markets having launched later are already showing significant increases in the first months.