To celebrate the launch of Orange Messenger (by Windows Live) in Switzerland, Red Box were commissioned to produce a set of their, now 'legendary', Personal Expression creative elements.

All the creatives promote the fun nature of using Orange Messenger and the whole campaign was based around seeing or playing with the traditional smileys associated with Messenger on your Orange mobile.

The assets produced included three Messenger backgrounds, each featuring a collection of cheeky smileys – sometimes combined with LG phone artwork. Also included in the Personal Expression assets were two static display pictures, (giving Messenger users the chance to post the smileys as their avatars), and one hum-dinger of an animated display picture – or dynamic display picture to use the correct product parlance!

The dynamic display picture, (or DDP), contains five different animations – each of which is linked to a mood. The Messenger user can then either manually select the mood they wish to display or allow the emoticons, (smaller animated images – also included in the campaign), to automatically select the main DDP animation for them.

Finally, three full screen animated winks were created. These fun little movies can be sent from one peer to another mid-conversation from within Messenger and are displayed below – just click the play button to see one of them in action.

The campaign ran in one market for three months to hugely successful results and great feedback from Messenger users.