Orange SaferPhone: Safe, Reconditioned Smartphones | Clapboard

SaferPhone

Description

In November 2024, Orange launched the SaferPhone campaign in France, created by Publicis Conseil, to address the ongoing challenge faced by parents and teenagers during the holiday season regarding smartphone gifting. This film-based campaign in the Electronic Devices industry introduces SaferPhone, a unique offering designed to reconcile the desires of teenagers wanting a smartphone for Christmas and the concerns parents have about digital safety and usage. SaferPhone provides a comprehensive solution by filtering unwanted calls, blocking malicious links, and protecting users from cyberthreats, all packaged with access to a refurbished iPhone 12 64GB for €99, reinforcing Orange’s longstanding commitment to digital child protection and family support. By partnering with the e-Enfance/3018 organization, Orange also takes a firm stand against cyberbullying and promotes healthy digital habits through the “Commitment Pact” between parents and teenagers, encouraging responsible online behavior, privacy protection, social network configuration, screen time limitation, and digital detox moments. The campaign’s film, produced by BIG and directed by Réalité, presents the parent-teen smartphone debate with a lighthearted yet positive tone, underscored by a fresh rendition of the Christmas classic Carol of the Bells, reimagined by Oscar-nominated composer Clément Ducol. Within the narrative, an Orange advisor empathetically addresses both perspectives and introduces SaferPhone as the solution, emphasizing security and personalized guidance. The campaign rolled out across TV and social media starting November 22, followed by cinema, press, and print from November 28. A December “calendar of arguments” featured prominent sports figures such as Ousman Dembélé and Sakina Karchaoui, eSports team Karmine Corp, and influencers including Kayane and Aypierre to broaden engagement. Additionally, a partnership with content creators Mcfly and Carlito offered authentic parenting insights through a video shared in December, amplifying the message of balanced and safe smartphone use within families.

Credits

Client

Orange

Agency

Publicis Conseil

Brand

Orange France

Account Management

Quentin Delobelle, Annabel Salesa, Ombline Thomine-Desmazures, Marie Tréguier, Laurence Pagny, Anne Dauvé, Eric Guillod, Jeanne Lermarchand, Grégoire Martin, Nina Martinez, Alexis de Saint Genois, Sandrine Martin, Alexia Apikian

Producer

Caroline Fortabat, Raphaël Carassic & Kasia Staniaszek

Ceo

Marco Venturelli

Executive Creative Director

Romulus Petcan & Gabriel Gherca

Creative Director

Julien Colas & Kamel Makhloufi

Copywriter

Antoine Querolle, Lucas Da Horta, Jonathan Prouteau, Dario Pereira

Art Director

Clément Palouzier, Vincent Laugier, Sophie Raguis, Mila Capron, Elisa Attia, Clara Douchet, Matthieu Artesino, Leanne Sannier

Strategic Planner

Théo Tiret

Traffic Manager

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