This creative concept from Publicis Conseil, Paris, places audiences directly in the context of a parent’s internal reflections as he offers his first smartphone to his daughter. His conflicted thoughts around introducing his daughter to the digital world simultaneously lead him to observe his own digital habits as an adult.
Directed by Katia Lewkowicz via production house Grand Bazar, the film deals with the sense of responsibility that parents feel towards their children regarding the way they interact with the digital world and the importance of using their screens safely and responsibly.
Marco Venturelli, president in charge of Creation, Publicis Conseil, said, “Orange’s long-term strategy of placing people at the center of technology is increasingly relevant in today’s highly connected word. To talk about digital responsibility in people’s lives, we sought out a creative concept based on emotions and human interactions. Katia Lewkowicz, with her gift for capturing those authentic moments of humanity, was therefore the perfect choice.”
This two-minute film has aired in France with :30, :45 and :60 versions also running.
