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Young and Rubicam has defined the best idea of year
Illumination

The idea of a site for Orange from agency Shalmor Avnon Amichay Y&R Interactive Tel Aviv has been recognised the most innovative.

Tony Granger Young and Rubicam's Global Chief Creative Officer and Y&R's Global Creative Board named the winner of the annual award "Idea of the Year". Campaign from Israeli agency Shalmor Avnon Amichay Y&R Interactive for the world's largest telecommunication operator Orange became idea of year the Internet. The campaign name: "When the lights are off, the site is on" — perfectly expresses sense.

Orange have created the new Internet a portal of cinema and entertainments www.whenthelightsareoffthesiteison.com. The advertising campaign Main task was to prove what to look cinema on the Internet as fine, as well as at a cinema. Being based on a stereotype, that the necessary mood at a cinema is created during the moment when in a hall light dies away, designers have created a site which opens, only when in a room switch off light. Such effect is reached by a combination of the web camera and the unique technology, capable to analyze intensity of illumination.

As a result of an advertising campaign "When the lights are off, the site is on" portal Orange for one month became №1 in the country among entertaining portals. The number of visitings has grown on 50%.