Orangina to launch new £1million campaign

Orangina is to launch a new £1million national TV campaign from Friday using a 60 second advert that has already run across France last year.

The 60 second advert, created by French agency FFL Paris will also be run as a poster campaign, with media being handled by PHD North.

The advert was conceived around the concept of "Pulpeuse" which in French has a double meaning: ‘containing pulp’ and also ‘sexy’ or ‘voluptuous’.

Adrian Troy, head of marketing for AG Barr which owns the Orangina brand said: “The advert has enjoyed a phenomenal response in France where Orangina is famous for its iconic advertising and we’re delighted to be able to bring this fantastic advert over for the UK audience to see. Through the music and incredible animation, it really celebrates the ‘joie de vivre’ (or ‘joy of living’) feeling which Orangina encapsulates. We’re certain it will be a truly memorable experience which will get everyone talking about and enjoying Orangina.”

The commercial which was directed by Psyop, a group of US directors, which took four months to produce between agencies in London and Paris. It combines motion capture and computer generated images with traditional cinematographic techniques.

Fred & Farid, executive creative partners from FFL Paris said: “Around twenty Art Directors created the animals and then we asked Psyops to recreate everything in CGI and make these animals come alive. It is a truly impressive team that was put into place, and we shared a common vision of the film. We tried thousands of tunes but we couldn't find the right one. As soon as we heard ‘I Like It Like That’, it was obvious to everyone that it was perfect. We have never made a campaign that post tested so well. People love it.”

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