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..

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 thousand tweets and an overwhelmingly positive feedback about the Tropicana brand.