Cannes Lions
DDB NEW YORK / TROPICANA / 2012
Overview
Entries
Credits
Description
We were charged with establishing Tropicana as New York’s orange juice.
Execution
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.
Outcome
The campaign was celebrated by consumers with numerous blog posts and positive social media chatter. Also, sales were up 35%.
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