Publicis, Orange 5g and iPhone 12 – closer to the moments that matter in France

Ads, Creativity

After launching its 5G in November 2020, Orange is teaming up with Apple and its new iPhone 12 to explore the full potential of this new network.

The film, named “First Steps”, directed by Rudy Rosenberg, brings us to this unique moment of a child’s first steps. A moment that is reinterpreted here in an unexpected and exhilarating adventure, since the child’s first steps will take him much further than expected: an extraordinary stroll through the city to Asha Bhosle’s music “Udi Baba”. This fascinating and surprising stroll will ultimately lead him to his grandmother. Who will be amazed by this event, which actually takes place on the screen of her iPhone 12.

A true imaginary epic story, this film highlights the iPhone 12’s HDR video quality and the power of Orange’s 5G network, which allow a father to bring this unique moment to his loved ones, as if they were there.

The campaign is running since February 28, on all screens and in print


Orange – First Steps

Advertisers: Orange France

  • Advertising Managers: Gaëlle Le Vu, Quentin Delobelle, Annabel Salesa, Ombline Thomine-Desmazures, Laurence Poucan, Marie Treguier, Emmanuelle Issartelle. 
  • Music and Experience Brand Manager (Orange Groupe): Vrej Minassian

Agency: Publicis Conseil

  • CEO: Agathe Bousquet 
  • President overseeing creativity: Marco Venturelli
  • Executive Creative Director: Fabrice Delacourt 
  • Copywriter: Kevin Salembier 
  • Art Director: Nicolas Hurez
  • Account Managers: Anne Dauvé, Claudia Weiss, Steven Roué, Priyanka-Lisa Sen  
  • Strategic Planning: Damien Sabatier  


  • Agency Producer: Benjamin Auberdiac
  • Production Company: Division
  • Director: Rudi Rosenberg
  • Executive Producer: Helène Daubert
  • Line Producer: Benoit Roques
  • DOP: Peter Riis
  • Post-production: Prodigious
  • Post Producer: Franck-Hervé Marc
  • Editing: Julie Lena
  • Colourist: Emiliano Serantoni
  • Flame: Dan Niculescu
  • Sound Producer: Joël Tessonneau
  • Sound engineer: Olivier Vehert


  • Title: Udi Baba
  • Artist: Asha Bhosle
  • Discovery: Joe Le Maxi – Jean-Patrism

Digital – Marcel 

  • Account Managers: Eric Guillot, Estelle Littaye, 
  • Digital Creative Director: Xavier Le Boullenger 
  • Technical team: Eva Castrillo, Flavie Parize 

Print – Publicis Conseil

  • Print creatives: Alain Vuarchex, Vincent Laugier