small part of a recent campaign for Orange uk, the Orange project. Worth a look as an example of a tightly integrated through-the-line-campaign.
See the entry in news for more if you're interested.
Lets embrace our Above-The-Line brothers and sisters, help them help us, hold their hand in the brave new world of the Interweb, and with the other hand, appropriate better budgets with which to enhance our messages.
I would have loved to have seen the little guys pull the cat across the banner or actually interact with the inflatable animal. Still nicely done.
Don't know about you, but as I'm not exposed to the above the line campaign, I get nothing out of this. It's hard to follow the animation and read the headlines changing above it. I can't get this thing to stop so I can read what it is about...
My problem with this is the planning. As much as I love the art direction and inflatable creatures - people find it difficult to identify with. The packages feel a little patronising and very inflexible. This banner, however, is nice way to showcase some of the photos from the film shoot.
Posted by:paulk on September 7, 2006 6:49 PM
Art Direction, good. Beyond that, not very good. I agree with Panos.
Posted by:theye on September 8, 2006 3:18 PM
I also must agree with Panos on this.
It's attractive, but the message is difficult to get a "grasp" on.
Posted by:Paul Rathey on September 11, 2006 2:41 AM
Feel's very much like the ATL assets shoe horned into a banner.
If it did have to be integrated I would of liked to have seen the model inflate whilst pictures displayed and the people shimmed about, could of done some great CGI work with the model and still made it very through-the-line and in budget and as low in file size.
Posted by:Nick Hamilton on September 12, 2006 9:51 PM
I would have loved to have seen the little guys pull the cat across the banner or actually interact with the inflatable animal. Still nicely done.
Posted by:ash on September 6, 2006 7:56 PM
Don't know about you, but as I'm not exposed to the above the line campaign, I get nothing out of this. It's hard to follow the animation and read the headlines changing above it. I can't get this thing to stop so I can read what it is about...
Posted by:Panos Sambrakos on September 6, 2006 9:16 PM
Ambitious but unitelligible.
Posted by:MC on September 7, 2006 10:04 AM
My problem with this is the planning. As much as I love the art direction and inflatable creatures - people find it difficult to identify with. The packages feel a little patronising and very inflexible. This banner, however, is nice way to showcase some of the photos from the film shoot.
Posted by:paulk on September 7, 2006 6:49 PM
Art Direction, good. Beyond that, not very good. I agree with Panos.
Posted by:theye on September 8, 2006 3:18 PM
I also must agree with Panos on this.
It's attractive, but the message is difficult to get a "grasp" on.
Posted by:Paul Rathey on September 11, 2006 2:41 AM
Feel's very much like the ATL assets shoe horned into a banner.
If it did have to be integrated I would of liked to have seen the model inflate whilst pictures displayed and the people shimmed about, could of done some great CGI work with the model and still made it very through-the-line and in budget and as low in file size.
Posted by:Nick Hamilton on September 12, 2006 9:51 PM
