THE GOOD PART OF NY MORNINGS by DDB New York for Tropicana

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THE GOOD PART OF NY MORNINGS

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Industry Juice
Media Design & Branding
Market United States
Agency DDB New York
Associate Creative Director Carlos Wigle, Aron Fried
Executive Creative Director Menno Kluin
Copywriter Jeff Scardino
Producer Alyssa Dolman
Illustrator Rami Niemi
Released January 2012

Credits & Description

Category: Posters
Advertiser: TROPICANA
Product/Service: TROPICANA SINGLE SERVE 12 OZ ORANGE JUICE
Agency: DDB NEW YORK
Chief Creative Officer: Matt Eastwood (DDB NY)
Executive Creative Director: Menno Kluin (DDB NY)
Associate Creative Director: Aron Fried (DDB NY)
Associate Creative Director: Carlos Wigle (DDB NY)
Copywriter: Jeff Scardino (DDB NY)
Illustrator: Rami Niemi
Designer/Typographer: Juan Carlos Pagan (DDB NY)
Art Buyer: Carol Brandwein (DDB NY)
Group Account Director: Catherine East (DDB NY)
Account Executive: Angelina Singleton (DDB NY)
Management Supervisor: Kim Osgood (DDB NY)
Project Manager: Julie Evcimen (DDB NY)
Producer: Alyssa Dolman (DDB NY)
Media placement: Poster Campaign - Shuttle Trains - 2 January 2012

Describe the brief from the client
We were charged with establishing Tropicana as New York’s orange juice.

Describe the challenges and key objectives
A bunch of other orange juice brands were attempting to make inroads with New Yorkers and were even advertising in the same location we were to occupy. We wanted to do something that really talked to New Yorkers and the mornings they endure almost on an inside joke level.

Describe how you arrived at the final design
We wanted the design of the campaign to be bright to convey a sunny departure from the routine, especially considering that these were going to be up in major commuter thoroughfares. We also wanted to integrate the typography and the illustrations in a way that accentuated both elements harmoniously.

Give some indication of how successful the outcome was in the market
The campaign was celebrated by consumers with numerous blog posts and positive social media chatter. Also, sales were up 35%.