Orange Locks Love in Paris

Paris is known as the original city of love. According to research, almost a quarter of Europeans would choose the city when planning a romantic getaway, which makes a new campaign from Orange hinged on smitten couples even more meaningful.

Among the romantic sights in the city is the Pont des Arts, a pedestrian bridge linking the Institut de France and the Palais du Louvre which once played host to over 40,000 padlocks to symbolise eternal love.

However, when part of the structure collapsed, authorities removed all the locks leaving their owners devastated but fear not, telco Orange has created a wonderful campaign with Marcel to give the tokens back in a virtual environment.

French photographer Alexis Bourdillat spent the last seven months photographing the locks and charting their exact positions to make it all possible in the digital form.

The campaign sees the launch of RelockLove, an online space where users can find their old sentiments or create new ones.

The campaign was desgined to remind Orange customers about the importance of protecting what they love, and how this is possible with Orange Cloud.