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A new Brand for a New Category: Paint it Orange

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Description
AUTHOR(S):

Doug Hamilton, Executive Creative Director/Principal, Wolff Olins; Keith Kirby, Project Director/Consultant, Wolff Olins

 

After investing hundreds of millions in the latest technology, a UK-based company is about to launch a wireless telephone service. There are already a few well-established competitors in the market. Nevertheless, the new entry creates a unique brand that

 

PUBLISHED: 1999

 

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