Client

NEW PREPAID ORANGE

Year

2025

Deliverables

Creative direction, campaign concept, prepaid starter packaging, digital campaign and POS communication.

LAUNCH CAMPAIGN FOR A NEW GENERATION OF ORANGE PREPAID STARTERS, CREATED TO REDEFINE THE VISUAL LANGUAGE OF PREPAID COMMUNICATION IN POLAND.

Project Overview

THE PROJECT WAS CREATED FOR THE LAUNCH OF A NEW GENERATION OF ORANGE PREPAID STARTERS. THE GOAL WAS TO MOVE AWAY FROM THE TRADITIONAL PREPAID AESTHETIC, WHICH FOR YEARS HAD RELIED ON AGGRESSIVE LAYOUTS, OVERSIZED MESSAGING AND HIGHLY SATURATED VISUALS. INSTEAD, WE PROPOSED A COMPLETELY DIFFERENT VISUAL DIRECTION - MORE ARTISTIC, FASHION-INSPIRED AND MINIMALIST. THE CAMPAIGN WAS BUILT AROUND BLACK-AND-WHITE PORTRAITS REPRESENTING DIFFERENT PERSONALITIES AND CUSTOMER TYPES, COMBINED WITH STRONG TYPOGRAPHY AND DISTINCTIVE ORANGE BRANDING. THE AIM WAS TO STAND OUT IN THE RETAIL ENVIRONMENT WHILE GIVING PREPAID PRODUCTS A MORE CONTEMPORARY AND PREMIUM FEEL. PHOTOGRAPHY FOR THE CAMPAIGN WAS CREATED BY ŁUKASZ ZIENTEK. (ALL RIGHTS RESERVED GPD AGENCY)

Key
Challenges

THE PROJECT CALLED FOR A COMPLETELY NEW VISUAL LANGUAGE FOR THE PREPAID CATEGORY, MOVING AWAY FROM ESTABLISHED MARKET CONVENTIONS. THE SYSTEM NEEDED TO REMAIN HIGHLY VISIBLE IN RETAIL SPACES WHILE INTRODUCING A MORE EDITORIAL, AESTHETIC AND EMOTIONALLY DRIVEN APPROACH TO TELECOM PACKAGING AND COMMUNICATION.

Project
Approach

THE CAMPAIGN WAS BUILT AROUND A SERIES OF BLACK-AND-WHITE PORTRAIT PHOTOGRAPHS PRESENTING DIFFERENT PERSONALITIES AND CUSTOMER GROUPS. THE MONOCHROMATIC IMAGERY WAS COMBINED WITH BOLD ORANGE BRANDING AND STRONG TYPOGRAPHY USED IN A MORE CONTROLLED AND MINIMALIST WAY. THE PROJECT INCLUDED PREPAID STARTER PACKAGING, DIGITAL CAMPAIGN ASSETS AND A FULL POS COMMUNICATION SYSTEM IMPLEMENTED ACROSS RETAIL LOCATIONS AND SALES POINTS THROUGHOUT POLAND.