Press Release

Orange launches new advertising campaign with professional mountaineer Gerlinde Kaltenbrunner

Directed by Academy Award winner Ruzowitzky

With its advertising campaign Orange now wants to achieve even more. Today, Wednesday, the new TV spots and advertisements are launched. The focus is placed on the Austrian professional mountaineer Gerlinde Kaltenbrunner. Her story is supposed to convey the core values of the new mobile communications brand: „Better together“. The advertising spots were directed by no less a person than Academy Award winner Stefan Ruzowitzky („The Counterfeiters“).

Once again the new TV spot focuses on the central idea that the individual is the sum of his/ her relationships and the people he/she meets.

„Already when started the launch campaign as much was clear: the campaign was to be continued with real people. In this case it was important to us to place particular emphasis on personal relationships and the „power of the community“. And precisely this applies to Gerlinde Kaltenbrunner: her superior performance have become possible only through the support provided by the network of her relationships. Her exciting and authentic story has fascinated and inspired all of us“, explains Orange CEO Michael Krammer the considerations underlying this new campaign.

Professional climber Gerlinde Kaltenbrunner is one of only three women worldwide who have already conquered eleven of the fourteen 8000 m high mountains. The only ones missing still are the Mount Everest, the Lhotse and the K2. She has already quit climbing the Lhotse twice just a few meters before reaching the summit, for the second time in May of this year.

A number of people in her life have enabled Kaltenbrunner to deliver her extreme performances to date. The priest, the meteorologist, the children in Nepal, friends in need – all of them have had a share in her success, says the mountaineer. „Just like Orange’s commitment to the Rapid Football Team, she symbolises our idea of the ‚power of the community‘ thus making it even more powerful and emotional“, explains Krammer.

Director Stefan Ruzowitzky only received the Academy Award for best foreign language production for his movie „The Counterfeiters“ in February of this year. The choice was made among 63 movies submitted. Ruzowitzky became famous in Austria before that with his movies „The Inheritors“ and „Anatomy“. For years the successful director has already been producing commercials and music videos.

The new Orange advertising campaign can be seen on TV and in print from 5 November. It forms part of the current campaign to launch the world brand Orange in Austria which has been running since September and consequently one of the biggest advertising campaigns nationwide. „We pursue the goal of making Orange one of the most emotional mobile communications brands in Austria“, says CEO Krammer.