Orange Romania and Publicis launched a campaign for the launch of Orange TV

Ads, Business, Creativity

Romanian Publicis Bucharest and Orange launched a new campaign, “TV changes with Orange”, marking an important moment for the telecom operator, that enters this year on the TV services market in Romania.

As a consequence, TV changes with Orange TV, the campaign communicating this message running on TV, OOH, print, POS and online. The campaign also include special projects, with its message supported by Orange’s communication platform and by the quality of the services Orange TV will offer.


Brand’s signature speaks about change. About how it can innovate and make each day  a more beautiful one. This way, after 16 years during which Orange was dedicated to voice, it is time to excel also in TV. And will make this as it did it before, through performance and competitiveness. With the highest number of HD channels, 26 new channels on Romanian market, impecable signal, dedicated assistance and advanced technology, Orange TV will definitely be a different TV experience

Daniel Raicea,

Head of Orange Division within Publicis Bucharest.

OrangeTV_subway image

After 3 days of filming, we gathered many stories. We walked on almost all Old Center’s little streets and we kept on changing location after location. Every time when we reached a new location, the spontaneous reaction was “wow”! And that because new decors kept on being built for the ad: a hair style saloon, a luxuriant garden and even a stage. We were impressed of the balancing the girls made on a walking sign transformed in a suspended catwalk. But also by disassembling of the car from the service, made late at night, after a super-precise choreography. And all wasn’t physically built for the ad was subject to a lot of work in 2 post-production studios, in ours and in Germany. And, if you really wondered, the giraffe isn’t real

Silviu Nedelschi,

Group Creative Director  Publicis.


The teams working on the campaign included

  • Publicis: Daniel Raicea – Head of Orange Division, Oana Radu – Senior Account Manager, Iulia Gaal – Account Manager, Alina Vija – Senior Account Executive, Silviu Nedelschi – Group Creative Director, Diana Papuc – Art Director, Anca Baciu – Copywriter, Cristian Anton – Art Director, Romulus Petcan – Copywriter, Gabriel Gherca – Art Director, Camelia Efrimov – A/V Producer Manager and Robertiina Lascu – DTP
  • Production House: Abis/Mitra Film with Matthias Zentner – Director and Torsen Lippstock – DOP
  • Publicis Events: Miruna Sandulescu – Account Director, Bogdan Voina – Account Manager and Ionut Craciun – Field Manager – the team insured the logistics for the press event
  • Orange Romania: Mirela Bosoi – Head of Brand & Communication, Monica Popescu – Head of Consumer Communication, Camelia Ianculescu – Head of Retail Communication and Flavia Cozma – Online Communication Specialist.