MasOrange, the company created after the merger between Orange and MásMóvil, needed to be introduced to the public. We had to do this in a grand way, with a campaign worthy of this historic turning point in the telecommunications sector.

The launch of MasOrange united over 30 million people under the company with the largest customer base in Spain, a company set to change everything. The Spanish telecommunications market would never be the same. A new leader had arrived, opening the door to a new realm. This was the story we wanted to tell. The start of a new era and the end of an illusion. We aimed to tell this story in an iconic and memorable way.

We were inspired by a film to find the best way to announce the merger. We found the elements we were looking for in the ending scene of The Truman Show. This was a visually striking yet simple and surprising scene packed with emotion and greatness. We could not have envisioned a better scene. It was perfect, perhaps too perfect.

So we shot the scene again with a different approach. We once again placed a character on a boat sailing towards the horizon, only for it to suddenly collide with it. Just like in the original film, this is when the character finds out that the world in which he lived was not like he imagined. Nothing was real. He feels the fake horizon with his hand and walks towards a staircase. He walks up the stairs. And when he has walked up a few steps, a door opens to invite him to walk out of the artificial world in which he was living and to walk into the world of MasOrange, the start of a new era.

The different versions were broadcast on TV, cinemas and digital platforms to reach as many people as possible. This was more than a launch campaign: it was a campaign to announce a turning point.