Under the sign of the dragon

Lowe Linta's GGK establishes Orange as a business brand in Hong KongThe telecoms company Orange is beginning to diversify its brand image: Following the launch of an independent SMS presence and a campaign for the Habbo Hotel (see WW 38/01), another divisional campaign has now been launched that has not frozen its content in the pack ice off Greenland.With the new presence designed by the agency Lowe Lintas GGK, Zurich, Orange is entering the mobile corporate communications business. The atmospheric print ads, which are intended to establish Orange as a competent partner for SMEs in particular, are set in Hong Kong, the city of a thousand small and medium-sized enterprises. At the center of the visuals, whose atmosphere implies Orange's brand values, is the proverbial Chinese business acumen. page 12