Tropicana Promo, Case study BILLBOARD POWERED BY ORANGES by DDB Paris

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Industry Juice
Media Promo & PR, Case study
Market France
Agency DDB Paris
Director Johnny Hardstaff Rsa Films
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Producer Michelle Craig
Photographer Clemens Ascher
Editor Ed Cheesman
Released April 2011

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PEPSICO
Product/Service: ORANGE JUICE
Date of First Appearance: Apr 11 2011
Entrant Company: DDB PARIS, FRANCE
Entry URL:
Executive Creative Director: Alexandre Hervé (DDB Paris)
Creative Director/Art Director/Copywriter: Alexander Kalchev (DDB Paris)
Creative Director/Art Director/Copywriter: Siavosh Zabeti (DDB Paris)
Account Director: Julie Régis (DDB Paris)
Account Manager: Edouard Teixeira (DDB Paris)
Agency Producer: Guillaume Cossou (DDB Paris)
Agency Producer: Florence Gabet (DDB Paris)
Director: Johnny Hardstaff (Unit9)
Executive Producer: Piero Frescobaldi (Unit9)
Producer: Michelle Craig (Unit9)
Production Design: Alex Marden (Artem UK)
Sound Production Company: THE (THE)
Editor: Ed Cheesman (Final Cut London)
Grading: MPC London (MPC London)
Photographer: Clemens Ascher
Media placement: Billboard - Paris - 31.03.2011

Insights, Strategy & the Idea
Tropicana wanted to remind their customers that their juice is a 100% pure source of natural energy to get them through their busy and often exhausting day. Instead of just saying it, they wanted to prove it with a memorable execution that would position Tropicana orange juice as the brand that has the best oranges for their juice.

Creative Execution
We created a billboard that harnesses the energy from oranges to illuminate
a neon sign that reads "Natural Energy" and the Tropicana logo.
Through several thousand spikes of copper and zinc, a lot of wiring and 3 months of testing, we managed to make a giant multi-cell battery powerful enough to light up a billboard.
The entire creation process of the billboard was documented. The resulting film was then spread organically online.

Results and Effectiveness
The billboard that was entirely powered by the energy of oranges was a pure “product demonstration” that left a long-lasting impression on the viewers. We did more than just claim that Tropicana knows oranges best and is the ultimate provider of natural energy - we demonstrated it. Keeping everything nature-friendly, the oranges were afterwards recycled.
In just two weeks, the video of the billboard received over 1 million views, more than 5,000 tweets and an overwhelmingly positive feedback about the Tropicana brand.