The Orange project revealed

Tom sent me a link to the guardian article titled Public get to star in Orange ads. It outlines exactly what the Orange project was about. Because of the registration I'll blockquote the important parts.

Orange has turned to Pop Idol-style auditions to find members of the public to appear in an advertising campaign, with the chosen “stars” encouraged to record footage to be put on websites such as YouTube.

Candidates for the ads, which launch on August 1, were found through a text message and press campaign asking for people to take part in the filming of “a secret project in a stunning location”.

The campaign will form the latest stage of the mobile operator's “Animals” campaign – featuring a raccoon, canary, dolphin and panther – with each designed to represent the usage habits of different types of customer.

People who responded to the ads were interviewed and divided into the each of the animal personality groups. For example, dolphins are fun-loving people like Cheryl Tweedy and Charlotte Church, while raccoons are more like Carol Vorderman or Gordon Ramsay.

The four groups of people will be given a Big Brother-style task and the ads will film the different ways they tackle them.

The campaign, created by the agency Mother London, will comprise one 60-second “introductory” commercial and four 30-second spots focusing on the performance of each animal group.

Orange is hoping the posting of “making of” clips by consumers online will drum up word-of-mouth publicity about the campaign.

The ads are being filmed in Spain.

And to be honest it all makes sense when you look at the questions they asked you for while signing up. But generally its a let down and I'm kind of glad I didnt get on it.

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Author: Ianforrester

Senior firestarter at BBC R&D, emergent technology expert and serial social geek event organiser.