Telecommunications company Orange International’s penchant for connecting people is showcased in this spot created by Publicis Conseil, Paris, and directed by Nico Perez Veiga via production house Iconoclast. The technology bringing folks together is represented by an orange thread that spans vast distances.
The common thread eventually connects two people in particular, part of a campaign based on the idea that “Orange brings you closer, the rest is in your hands.”
Client Orange International Agency Publicis Conseil, Paris Elie Trotignon, executive creative director; Frederic Royer, creative director; Fabien Chiaffrino, artistic director; Christophe Paviot, copywriter; Timothe Rosenberg (Prodigious), producer. Production Iconoclast Nico Perez Veiga, director; Nathalie Lecaer, producer; Rodolphe Lanaro, line producer; Steve Annis, DP; Lucie Gallot, production assistant. Postproduction Digital District Cyril Bordesoulle, Guillaume Larose, post producers; Carlos Font Clos, editor; Mathieu Caplanne, colorist; Joel Tessonneau, sound producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
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