ORANGE WISHES
Creative Director | Hiveworks | Phygital Experience, B2B, Social
CHALLENGE
Every New Year, Orange sends a greeting card from its senior leadership to corporate and commercial contacts. This year, the card needed to do more than carry good wishes. Orange had just launched Essentials 2020, a new strategic brand refresh built around a philosophy of listening and responding, and showing what genuinely matters to people. The card had to communicate that philosophy, not just represent it. Orange was also building its social credentials: a Social Hub in Paris, Twitter accounts rolling out across the entire COMEX leadership. The brief had to use all of that.
INSIGHT
A greeting card is a physical object that ends a journey. It arrives, it is read, it sits on a desk. The insight was to reverse that logic: make the card the start of a journey, not the end of one. Orange was positioning itself as a brand that listens and responds. A phygital mechanic, beginning in print and coming alive through social engagement, was the most direct expression of that positioning. The more people responded to your wish, the further it went.
SOLUTION
We created Orange Wishes, inspired by the tradition of Taiwanese sky lanterns. Physical printed lanterns were sent as greeting cards. Through a QR code, each card unlocked a digital lantern that could be launched from anywhere on earth through an online landscape experience. Weather data from 24,000 centres around the world fed a bespoke algorithm that influenced each lantern's journey in real time. Social engagement acted as fuel: the more likes a lantern received, the further it flew. Orange Wishes turned a corporate greeting into a living, social experience. Where will your wish take you?
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