THE HARD-COLD TRUTH: Youth are easily bored, relentless & the toughest critics when it comes to finding content that can keep their dwindling attention span stimulated.

With this in mind, launching a youth-only platform for a mega-brand like Orange had to be at the forefront of what’s “cool”. However, “cool” is ever-changing. Therefore, the core of our platform hammered on being one step-ahead. It’s not about knowing what’s cool today, but knowing what will be cool tomorrow, before anyone else. Instead of telling youth what’s in, we are enabling & encouraging them using a unique philosophy of being “NEXT”. In doing so, we used Egypt’s biggest content creators as guardians of our message, being the prime example of creating what’s new & fresh. Moreover, our film was both edgy and authentic, depicting the growing dystopian world full of followers, and reaffirming the notion of seeking out THE NEXT BIG THING.