Orange’s sponsorship of the African Cup of Nations is being celebrated in “Airball”, a television commercial focusing on the power of imagination. The pan-African communication campmaign uses the tag line, “Together We Can Do More”, to unite an entire continent in terms of values and language. Orange is providing exclusive offers and a development programme in education and football participation. The Cup of Nations is being hosted in Angola, where it began on 10 January 2010 and will conclude on 31 January.
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The commercial has been shown in the fourteen participating nations, Algeria, Angola, Benin, Burkina Faso, Cameroon, Côte d’Ivoire, Egypt, Gabon, Ghana, Malawi, Mali, Mozambique, Nigeria, Tunisia and Zambia. Togo, scheduled to participate, withdrew their team after a terrorist attack on their team’s bus. The four teams in the semi-finals to be played on January 28 are Ghana and Nigeria, Algeria and Egypt.
The Power of Imagination campaign was developed at Publicis Conseil by executive creative director Olivier Altmann, creative director Steve O’Leary, art directors Roman Vychnevsky and Cecil Tabona, copywriter David Mac Donald, strategic planner Lachlan Badenoch, agency producers Timothé Rosenberg, Pierre Marcus, account managers Jean-Christophe Blanc, Cécile Lejeune, Antoine Lengrand, Samira Maarouf.
The Orange team includede Director of International Brand management Constance Capdenat, Sponsorship Manager Joanna Gaumet, Marketing Director Séverine Le Grix de la Salle, African Cup of Nations Project Director Ludovic Issartelle, Dominique Kalif, Isabelle Léon, with African Creative Assistance by Tonderai Tsara
Filming was shot by director Alejandro Gonzalez Inarritu via Premiere Heure with director of photography Emmanuel Lubezki, producers Patrice Haddad and Jérôme Rucki.
Post Production was done at WAM, Paris, by Jeanne Raibault.
Sound was designed by Eric Cervera and Boris Nicou at Near Deaf Experience .
Music, “Pico Selector”, by Mexican composer Roberto A. Mendoza, was performed by Nortec Panoptica Orchestra