17 July 09
Orange RockCorps makes volunteers and young people the star of 2009 â€œmanual-morphingâ€ TV ad
Orange RockCorps, the music-led volunteer programme, will celebrate all of the great work achieved by volunteers through a national TV campaign. The advert will be broadcast for the first time on Monday, 20th July.
Set against a gradually regenerating urban backdrop, a diverse cast of 268 16-24 year olds, featuring volunteers from the Orange RockCorps programme, were meticulously arranged to create an effect similar to a flick-book. Using a pioneering manual â€˜morphingâ€™ technique, the sequence will show one person morphing into another through gradual, incremental changes in their physical appearance. Volunteersâ€™ hard work, meanwhile, is reflected by surroundings shown in a constant state of transformation.
The TV campaign, dubbed â€˜Stand Up and Be Countedâ€™, will run throughout July and September to coincide with the Orange RockCorps gigs in Manchester and London. It will also echo the Orange brand vision - 'Together we can do more' â€“ by showcasing the positive, transformative difference that people can make when they come together.
The TV advert, created by Orangeâ€™s retained agency Fallon and directed by Dougal Wilson of Blink TV, was filmed at Milton Court Estate in Deptford over the course of three days. It will be supported by radio and outdoor activity.
This year Orange RockCorps has created 8,000 opportunities for people to volunteer in London and Manchester. In return for four-hours volunteering at 150 special community-based charity projects, 2009â€™s volunteers will earn tickets to exclusive gigs in their home city. US pop sensation Lady GaGa, The Enemy, N-Dubz and VV Brown will take to the stage at Manchester Apollo on 13th July. A new, outstanding line-up for Londonâ€™s Royal Albert Hall (25th September) will be announced in coming months.
The programme will also take place in Paris with a series of four-hour projects for 5,000 volunteers, finishing with a gig at Le Zenith on 2nd October.
Spencer McHugh, Brand Director, Orange UK said: â€œThe TV campaign celebrates the heroes of Orange RockCorps, volunteers who gave up four hours of their time to help in their local communities. The advert shows how collective achievement can make a real difference.â€
Stephen Greene, CEO and co-founder of RockCorps, said: â€œThis year Orange RockCorps is bringing volunteering opportunities to thousands of people who want to improve their communities. We are fortunate to be working with such a great and diverse group of volunteers â€“ and incredible artists who celebrate the volunteersâ€™ work.â€
The Orange RockCorps programme will also be amplified via a partnership with Sony Ericsson and Channel 4, who will broadcast the volunteer work and UK gigs during a summer of programming on T4.
Volunteers wishing to take part in Orange RockCorps can register by visiting http://www.orangerockcorps.co.uk
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For more information, please contact Phil Drew at Unity on 0207 405 0974 ex 204 /07725986509 or firstname.lastname@example.org or Gemma Hunt at Unity on 0207 405 0974
ex 203 / 07974139884 or Gemma@hellounity.com
CREATIVE CREDITS Project name: Orange RockCorps Creative agency: Fallon Client & their job title: Orange - Spencer McHugh, Brand Marketing Director Brief: To celebrate the collective achievement of the Orange RockCorps volunteers and to show that together we can do more Executive Creative Director: Richard Flintham Art Director: Sam Walker Copy Writer: Joe De Souza Group Account Director: Katrien de Bauw Account Director: Romilly Martin Agency Planner: Tamsin Northridge Agency Producer: Pete Maynard Production Company: Blink Director: Dougal Wilson Producer: Matt Fone Director of Photographer: Mattias Montero Editor: Joe Guest, Final Cut Post-production: MPC Exposure: UK
Additional Print Credits: Photographer: John Short Set Designer: Chrissie McDonald
NOTES TO EDITORS
The Orange RockCorps programme, a partnership between Orange and RockCorps, inspires young people to volunteer within their local community by producing concerts for which you canâ€™t buy a ticket. Rather, you must do 4 hours of volunteer work in a RockCorps volunteer project to earn a ticket to the gig. All volunteer projects are completed in partnership and for the benefit of local charity partners. Research has shown that over 96% of the participants would volunteer with Orange RockCorps again, and 57% would volunteer in their local community without the incentive of a ticket.
RockCorps launched in 2005 to affect social change and act as the bridge between communities in need and the young adults who want to make them better. Since that time, RockCorps has combined the power of music, community and volunteerism to expose young people to simple ways they can proactively contribute. This is much more than a series of volunteer events and concerts; it is a way to connect young people with dynamic charities already doing great work in the local community.
For more information: http://www.orangerockcorps.co.uk or http://www.rockcorps.com
Orange is the key brand of the France Telecom Group, one of the worldâ€™s leading telecommunications operators. With 123 million customers, the Orange brand now covers Internet, television and mobile services in the majority of countries where the Group operates.
At the end of 2008, France Telecom had consolidated sales of 53.5 billion euros (12.7 billion euros for the first quarter of 2009) and at 29 April 2009, the Group had a customer base of almost 184 million customers in 30 countries. These include 123 million mobile customers worldwide and 13 million broadband Internet (ADSL) customers in Europe. Orange is the number three mobile operator and the number one provider of broadband Internet services in Europe and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication services to multinational companies. In the UK, Orange provides high quality GSM coverage to 99% of the UK population. At the end of March 2009, Orange had almost 17 million customers in the UK â€“ 15.8 million active mobile customers and close to one million fixed broadband customers.
Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited.
For more information: www.orange.com, www.francetelecom.com, www.orange-business.com For further information, call the Orange press office on 0870 373 1500 or email: Orangepr@golinharris.com.
Sony Ericsson is a top, global industry player with sales of around 97 million phones in 2008. Diversity is one of the core strengths of the company, with operations in over 80 countries including manufacturing in China and R&D sites in China, Europe, India, Japan and North America. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London. For more information about Sony Ericsson please visit www.sonyericsson.com.
Channel 4 Television Corporation is a statutory corporation, without shareholders, established by the Broadcasting Act 1990. Its remit requires the provision of a broad range of high quality and diverse programmes which: â€¢ Demonstrate innovation, experiment, creativity in form and content â€¢ Appeal to the tastes and interests of a culturally diverse society. â€¢ Include programmes of an educational nature. â€¢ Exhibit a distinctive character.
Channel 4 is the core public service channel available on the UKâ€™s main digital broadcast platforms. The channelâ€™s licence obligations include annual quotas on original, independent and regional production and weekly quotas governing news and current affairs and schools programmes. Year-to-date in 2007, Channel 4 has a 8.2 % share of the total TV audience.
Is the UKâ€™s pioneering new music station, with an innovative music policy XFM champions new musical talent and embraces the UKâ€™s passion for live music through gigs, live events and club nights.
Is a lifestyle brand for Londonâ€™s 16-29 year olds who love hip hop and R&B and love music! The music proposition is supported by entertaining, real and relatable presenters, and its specialist output keeps Choice at the forefront of the UK Urban music scene.
Fallon London was launched in October 1998 by five Founding Partners. The agencyâ€™s clients now include ASDA, The Auteurs, BBC, Ben & Jerryâ€™s, Budweiser, Cadbury, Cheestrings, The Climate Group, Eurostar, Grazia, Jammie Dodgers, LowLow Cheese, Orion Books, MORE TH>N, Orange, RockCorps, Skoda, Sony, Tate and Velvet.
As well as Minneapolis and London, Fallon also has offices in Tokyo and Singapore and the agency became part of Publicis Groupe in 2000. Campaign magazine named Fallon London their UK â€˜Agency of the Yearâ€™ in 2006 and again for 2007. Fallon London was also BTAAâ€™s â€˜Agency of the Yearâ€™ for 2008.
Last year the agency won both a rare Black Pencil at the D&AD Awards and the Cannes Grand Prix for the Cadbury â€˜Gorillaâ€™ campaign. Fallon was named â€˜Agency of the Yearâ€™ by the Midsummer Awards 2009.
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