“I am who I am because of everyone,” proclaims the opening line of the new Orange promotional run. This sentiment is at the heart of the company’s largest ever globally coordinated rebrand to be launched across Orange’s worldwide markets, starting on the 5th July 2008 here in the UK.

The catchphrase “I Am Everyone,” is set to replace the traditional “The Future’s Bright” slogan. The idea of this is that in today’s increasingly online world, traditional communication barriers are breaking down and this changes the way that people interact with each other. It’s also meant to represent the changes that the Orange group have made, starting out as a mobile network provider, before branching out into broadband and fixed line calls and digital TV.

The campaign is set to launch this Saturday, with the 60-second “I Am Everyman” TV ad, a voiceover and a single camera shot that pans around the experiences of the everyman narrator, specifically experience with those important people with whom he has made connections with in his life, from best mates to teachers to girlfriends.

For more info, check out i-am-everyone.co.uk

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