Sonatel Orange Group is the historical and leading telecoms service provider in Senegal. It operates also in Mali, Guinea, Guinea Bissau and Sierra Leone.
Every year, when holding its General Meeting, the Group issues its Annual Report. Illustrated every time by a different theme, the report has become a collector item, namely thanks to the quality of its pictures, but also a tool to communicate and reassert the Group’s values. For the 2018 edition, published on April 2019, the strategy consists in reminding the Group's commitment as regards CSR by reaffirming its position: "placing the human being at the heart of everything", "Nit Mooy Lepp" in wolof, with a common message : #HumanInside.
The purpose is to catch by surprise the group's shareholders, but also the general public, by displaying differently a major company's report, making it both more human and digest.
More human by putting in the limelight 10 real persons, street "entrepreneurs" cast in their workplace, with sublimed and poetic profiles, while focusing on their businesses : accessories and items are used in the project in both minimalist and unreal visuals. One adjective goes with each character, in line with his/her business but also one inspiring word for us when we meet the character.
More digest by proposing to turn this report into a new and interactive experience which will expand conversation and allow the target and general public discovering additional information thanks to features provided by the digital world such as graphic designs, sound interviews or else videos, thus becoming an IAR, an Integrated Annual Report.
Client / Sonatel Orange group
Agency / Caractère
Creative Director / Muriel Kla
Motion designer / Ibrahima Tranvan
Artistic Director / Alexandre Julienne
Production manager / Benedicte Samson
Photographer / Clément Tardif
Year / 2019
CRISTAL GOLD - Design category // African Cristal Festival • Marrakesh • 2020
GOLD AWARD - Integrated campaing category // Pitcher Awards • Lagos • 2021
Annual Report / Printed version
Brand content / Testimonials
