French telecommunications giant Orange spotlights African and Middle Eastern cultures in video games in its latest campaign '#MaxYourIdentity.'
According to recent statistics, the number of gamers in the Middle East and North Africa (MENA) region was forecasted to reach around 88 million gamers by 2026, up from around 67.4 million in 2022. The gaming revenue in the region has been forecasted to reach around 2.8 billion U.S. dollars by 2026.
To be able to promote the cultural as well as traditional garments from these regions in video games, French telecom giant Orange launched cultural avatars under the campaign '#MaxYourIdentity.' The goal of this campaign is to have the gamers feel represented in their own skins from their various regions. Therefore, they can proudly wear their traditional outfits from Africa and the Middle East in games such as “The Witcher” and “Minecraft”. An important symbol for these gamers that are attached to their roots.
To be able to grow the potential of young talents, Orange decided to partner with three young designers issued from different countries in Africa and the Middle East. Yasmine El Tazi designed the Middle East and northern African costumes, Ibrahim Fernandez worked on the sub-Saharan region, and Marie-Laure Jaomatana worked on Madagascar. They poured their vision into the world of video games. The outfits that they created helped contribute to the creation of the various shades of skins, which were revealed through an e-sport competition. Orange has also partnered with gamers and influencers in the entire world.
Orange Middle East & Africa :
Sélima Ben Amara – Communication Commercial & Sponsoring Orange MEA Director
Rawia Ben Zakour – Coordinator of joint campaigns
Publicis Conseil :
Marco Venturelli – CEO/CCO
Romulus Petcan – Creative Director / Copywriter
Gabriel Gherca – Creative Director / Art Director
Morgan Carrio - Copywriter
Edgar Heusch – Art Director
Lois Loiolino – Assistant Art Director
Clément Salgado – Motion Designer
Olivier Verdy – 3D Graphic Designer
Boris Langlois – Sales Manager
Samira Maarouf – Consulting Director
Noureddine Kamal – Client Manager
Saruka Thayaparan – Advertising Manager
Yasmine El Tazi – Egypte
Ibrahim Fernandez – Ivory Coast
Marie-Laure Jaomatana – Madagascar
Busterwood – Skin Production