As for many brands at this time of the year, there is a double objective for any Xmas campaign.

A sales objective: related to gifts that we offer during holidays.

And a brand image objective: Xmas is a crucial time to strengthen proximity between brand and its audience.

The challenge was real, because even if brands objectives are rather close for Xmas, it is necessary to establish a different territory and storytelling in order to emerge between all these communications.

A brand has to maintained an honest speech if it wants to be closer to its audience. We tried to raise a sincere and a conniving eye on annual celebrations. Between mall shopping, getting the meal ready, family reunions and all related anxiety…if we are honest, Xmas is far from being an easy period.

But there is a moment when anybody can find again this Xmas wonder: The gifts moment. Gifts have the power to make us forget all inconveniences endured during this period. Especially Orange's gifts.

In direct link with the christmas period, the characters of the commercial are singing a christmas classic "It's the most wonderful time of the year" by Andy Williams. All that while struggling in their christmas preparation. The sarcasm of those 2 elements combined is at the core of the film creative twist and idea.

For this reason, the licensed music is really part of the film's concept & idea here.

But this licensed music is also decisive for the craft. In this film, the whole direction, cinematography & editing work is based on the song's lyrics. The script has also been written based on the song's lyrics.

TV/ Cinéma/ Online

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