Tropicana: Brighter Mornings

I recently came across this amazing idea from Juice brand Tropicana which I absolutely love as an example of brand generosity and thinking outside the box.

Tropicana wanted to highlight the fact that it played an important role in the morning ritual of millions of Canadians, to coincide with the launch of its newest juice, Tropicana Essentials.

The brand wanted to become Canada's National Provider of Brighter Mornings.

In order to do this, Tropicana spent a month in Inuvik, one of the country's northernmost towns, during the coldest and darkest days of the winter. The 3,500 residents of the Arctic town in the Northwest Territories live without a sunrise for several weeks every winter.

Tropicana literally brought a brighter morning to Inuvik with a giant artificial sun that emitted 100,000 lumens of light. A team of Canadian filmmakers captured the raising of the 'sun' in Inuvik for a series of documentary-style commercials.

The brand also provided 1,200 free cartons of Tropicana Pure Premium Orange Juice - one for every household in the community.

In addition to TV advertising, the campaign features blogged commentary and behind-the-scenes imagery from Inuvik to provide a catalyst for conversation on a new Tropicana Brighter Mornings Facebook page.

You can watch the video here:

Source: CMD Global