Drawing on the UK’s talent | Orange

The challenge
Getting the best of creatives from agencies as a large client is not easy. Initially briefed on tightening up the brand guidelines as a way to enforce better creative, we quickly realised through several conversations that the issues were much more practical.

The thinking
How agencies were briefed, timings, budget all played a part in the final result. We proposed and implemented a revolutionary system that saw the client able to bypass the traditional creative agency relationship and deal direct with up and coming creative talent.

The outcome
We ran a competition with a clear brief, rules and rewards with the UK’s Young Creative Network and quite quickly were inundated with hundreds of wonderful original imagery. We worked with the Orange UK brand team to select the images to be used across any number of applications. From interior design to SIM cards, these images have been used by Orange to plug a gap that agencies are incapable of delivering to the mutual benefit of creative and company.

Orange created an image bank for cross-functional deployment at a fraction of the cost of a similar exercise and with up and coming talent recognised and rewarded.