I heart Orange

2228399 — Thu, 31 Jul 2008 16:52:00 GMT

Orange's new (or relatively new) Orange Rock Corps idea is true brand participation genius. Compared to the heavy handedness of it's "I am" campaign, this ticks all the right boxes for me - mixing the idea of "community" (and real life connections - at the heart of any mobile operator's values) with a healthy dose of entertainment, fun and most importantly "social action" (the new rock n roll for today's middle classes).

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I heart Orange