Orange highlights the dangers of digital addiction

We all know that digital addiction is a very real thing, and that users of all ages are at risk of exposure to potentially damaging content, but it's not often a brand that prides itself on the breadth of its digital service is the one to deliver a warning.

For it's latest campaign, Orange is speaking out about the pitfalls associated with digital uses. Placing the audience directly in the context of a parent’s internal reflections as he offers his first smartphone to his daughter, we experience his conflicted thoughts around introducing his daughter to the digital world simultaneously lead him to observe his own digital habits as an adult.

Bravely developed and produced by Publicis Conseil, Being Human's true power comes in the delivery of its message, abily captured by Grand Bazar's Katia Lewkowicz. Plus, it's tagline is a riff on Spider-Man's motto, so what's not to love?!

“We have always been convinced that technology only makes sense if it benefits people, society and the planet" Béatrice Mandine, Executive Director in charge of Brand and Communications at Orange, comments, "and we are very conscious of our particular responsibility as a major player in the digital revolution. This is why we are making this commitment to accompany our customers in their daily lives in order to ensure that they all stand to benefit from the opportunities that digital services afford.”

The campaign will be rolled out across all of Orange’s 27 countries and is supported by a range of tools and information to aid people control their digital lives.