Wash, lay, talk

Lowe sends Greenland returnee Orange subito to the advertising hairdresserAfter lonely years in the remoteness of the North, telecom provider Orange returns to brand civilization freshly coiffed. An appearance conceived by Lowe, Zurich, transports the telecom brand into Frank & Tina's hairdressing salon. Superficially, it advertises specific offers, currently Orange's tariff structure, for example. But the appearance also fulfills brand functions. Through the choice of environment, the campaign presents communication in a comprehensible way as it is meant and mostly practiced: as cheerful, uncomplicated superficiality. What makes a good advertising idea stand out is the fact that it doesn't pull the wool over your eyes. page 10