Orange wanted to promote 'Orange Time', its new portal pay service for entertainment and movies via the internet. Our challenge was to prove to surfers that watching a movie on the internet is just as good as watching one at the cinema. Using the insight that when the lights go out in the cinema it's the signal that puts us in the mood, we created a site that opens only if you physically switch off the room lights. When surfers switched off their lights, the site opened up and a trailer of one of the movies offered by the portal was revealed. If users wanted to see another trailer, they needed to switch the lights on and off again.
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