Orange x Apple & Samsung
Challenge
Promote two flagship smartphones with very different selling points: innovation for Apple, value for Samsung.
Approach
For the iPhone 16, I turned a new camera feature into a playful French pun. "De la très bonne cam" refers both to the camera itself and to a French colloquial expression meaning "high-quality stuff", making the innovation immediately relatable.
For the Samsung Galaxy S25, I built a series of headlines around price and value, turning an exceptional offer into a conversation about what something premium is truly worth.
My Role
Concept development & copywriting.
Key Learning
The same product category can require completely different communication strategies depending on how users perceive innovation, value and trust.
“De la très bonne cam”
Roughly meaning "the really good stuff", the headline uses cam as a shorthand for camera while echoing the tone of a familiar expression associated with quality. The result is a line that simultaneously refers to the product's camera and to its overall excellence.
“Tout ça pour rien”
All that for nothing.
A play on the French expression tout ça pour rien ("all that for nothing"), used here to highlight the phone's promotional price (0€ = nothing)
“Rien dépenser, c'est bien penser”
Spending nothing is smart thinking.
The headline plays on the near-rhyme between dépenser ("to spend") and penser ("to think"). By linking the two words, the line suggests that spending less is a sign of good judgement.
“Ça n'a pas de prix”
That's priceless.
A common French expression used both literally and figuratively, reinforcing the idea of exceptional value.