Mother Transforms the Costa del Sol

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Orange's Animals
Orange's Animals
While scenic vistas of Spain have long been inhabited by the Osborne's Bull, recently Mother London took to erecting animal silhouettes in the name of Orange's latest promotional effort. 300 participants, culled through SMS and Internet messages, gathered in a remote location an hour and a half from Malaga on Spain's Costa del Sol for a unique mix of art, advertising and audience participation. Once they had been grouped by phone service needs, the teams worked together to raise an inflatable animal—from left to right in the image above, a raccoon, dolphin, canary and panther—while director Simon Ratigan of HLA captured the spectacle, shot over three days from 5 a.m. to 11 p.m. In addition to Ragitan's footage, six HD cameras circulated through the groups, gathering material for the anthem as well as four 30-second spots devoted to the individual animals. Additional material will be situated on a site devoted to the project.
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