The brief for this particular campaign was to convince Orange customers that, after a series of promotions to attract new sign-ups, the existing customer base was still very important. This was illustrated by having two spiritually lost Orange executives make a pilgrimage to the East to seek enlightenment. There they find a guru with (allegedly) all the answers. They bring him back, only to discover that they had the answers inside them all along. Meanwhile, in an ironic twist of fate, the guru is corrupted by Western society.

In a strange move for a television campaign, we created an actual story arch across 4 spots which were broadcast one a month for four months. Some contained offers, others philosophies. They were accompanied by radio (brainstorming sessions with the Wiseman), Print, and Poster (Subverting Eastern mantras with illustrations of the Wiseman).