Orange: Turn Off The Lights

by R27 CREATIVELAB on Thursday, 9 April 2009

Turn out the lights to enter this video site. Seriously do it, I thought it was some kind of "gotcha" but no its the real deal...

To launch the company's online video-on-demand portal, the agency wanted to emphasize how watching video on the internet is comparable to watching content on other screens, like in dark movie theaters.

To enter the site, users turn on their webcams or in my case it was detected automatically so all I had to do was close the blinds (it doesn't have to be pitch black - the site (via the webcam) detects the lower light level and allow entry into the site. The campaign won the network's interactive idea of the year award.

Although it's a pain if you don't have a web cam as there doesn't seem to be any secret way in to my knowledge, why exclude people to that degree, movie experience or no movie experience?

Go to main site: click here

Client: Orange
Agency: Young & Rubicam, Tel Aviv
Creative Director: Gideon Amichay, Eran Gefen
Creative: Dima Patt, Roy Cohen, Lena Feldman, Rani Sebag

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Thanks for taking the time to leave a comment. Best Regards Rajesh