It's one of most postiive and most sunny campaings I have seen lately. And probably very effective one. Because yesterday after seeing ad and then finding out and wathching video I wanted orange juice. Tropicana. One with a lot of pulp that was natural energy during my studies in Boston.
If you look only on photography it looks like just another great, creative outdoor ad. But if you dig a bit beyond the surface (Google Search, one request) you could find video. And then there is even more of sun and more of energy.
But after all this great combination of outdoor and video (and who knows, probably a bit broader campaing) is one more example on how important in the "packaging" of every case not only for submitting to festivals but also to build the story, to encourage the storytelling and to rise the viral potential of the campaign.
Outdoor can't tell whole story. But it can be part of broader storytelling system or in few cases it can be the center of the story both driving the attention and reminding the whole story after customer discovers it. Like in three out of four Cannes Lion Grand Prix winners in last four years:
- Cannes Outdoor Lion winners HBO "Voyer" by BBDO NY in 2007,
- AMF Pension campaign by Forsman & Bodenfors in 2008 (or in Russian via @adme_ru), that won Grand Prix in Media
- "You are made of music" by Almap BBDO with Grand Prix in 2010