Emotion Capture Box
Orange
Issue 40 | September 2016
Agency
Publicis Conseil
Creative Team
Executive Creative Directors Fabrice Delacourt Olivier Desmettre Copywriters Marc Rosier Loic Andria Josse Armanet Art Director Jean-Marc Tramoni Assisting ADs Julien Didier Vincent Laugier Alain Vuarchex Meric Settembre Digital Creative Director Lionel Bui (Marcel) Creative Technologist Guillaume Cartigny Digital Project Director Julien Le Guyader Project Managers Eva Castrillo Fiona Seror Manon Lapeyre (Marcel) Technical Team Louis Da Silva Audrey Hertz Maximilien Borne (Marcel) Social Team Arnaud Gaidon Andréa Forté (Marcel) Art Buyer Olivia CaréEmotion Capture Box Production Manufacturer D-Carte
Production Team
TV Production Director Guard Brothers Production House Iconoclast Producer Solal Micenmacher Photographer Joerg Reichardt Production Organic Producer Benoit Dreyfus
Other Credits
Communication Director, Orange Gaëlle Le Vu Creative and Promotion Director, Orange Quentin Delobelle Creative Director, Orange Annabel Salesa Executive Managers Marie Wallet Claudia Weiss Steven Roué Camille Ternet Max Harrington Adrien Roux Sandrine Martin Philippe Franc (Marcel) Aurore Hondarrague (Marcel) Joanna Weber (Marcel) Alexandre Kobylko (Marcel) Strategic Planning Damien Sabatier Nicolas Levy (Marcel) Legal Department Isabelle Saya-Salvador Amélie Makhoul
Date
December 2015
Background
Orange France wanted a Christmas promotion that would showcase its technological prowess and allow it to be a part of the season's joy.
Idea
Most of us like the idea of capturing the joy of opening Christmas presents.
As faces light up, it's a short-lived but magical moment.
It might be a Star Wars toy, those golf clubs that dad always wanted. Either way, we want to capture the emotion.
Orange created the 'Emotion Capture Box' to fulfil this task. It's a gift box with an integrated camera. As the recipient opens their package, the camera records their spontaneous emotions – no delays, no compositional posing needed.
Fitted with a 4G sim card, the camera then sends the film to the donor's phone within five minutes.
As a twist, visitors to the website could choose the emotion they wished to evoke, and receive gift suggestions.
Participants could also choose to have their emotional moments uploaded to a special Orange website.
The Emotion Capture Box is placed under the tree. It looks like the other packages A camera inside captures the reactions of unsuspecting recipients Phew. She's definitely excited by that gift
Results
As a result of an integrated TV, digital, OOH and in-store campaign in the runup to Christmas, some 90,000 people requested the box via a specially built website – almost 20 times more than the 5,000 boxes Orange had set aside for the promotion.
Our Thoughts
Ok, so this won't work for anyone receiving, for the fifth year in succession, the same aftershave from their granny.
There may be other emotions it's wise not to capture, but the genius of this is that it captures the spontaneous and the instinctive.
It's also particularly appropriate for divorced parents or families separated by geography, and allows Orange to demonstrate its technical savvy and participate in the Christmas spirits: joy, communication and sharing.