Sunny Billboards
Over half the global population lives in urban areas and as cities grow taller they have less access to sunlight, the most important source of Vitamin D.
To promote the new Minute Maid with Vitamin D, the entire OOH media strategy was to rethink how to create a series of billboards that bring sunlight to residents in dark homes and public spaces.
Through three activations, we reimagined traditional media for Minute Maid to focus on where the sun is naturally found (OOH) and how to bring it back into people’s daily lives.
Bringing the sun to city dwellers.
This campaign is not just about promoting Minute Maid. It's about authentically connecting with the brand’s audience and enhancing their access to sunlight. This unconventional campaign brings the source of life, the sun, and its benefits to people and in those places that need it the most.
Reflective Billboard
In urban areas, a lot of apartment buildings are in the shadows of adjacent buildings. But with strategic placement on rooftops or blank walls, Minute Maid’s billboard redirects sunlight into nearby windows and spaces, brightening up once-dark homes.
Open Billboard
Traditional billboards can block the view of the sky and prevent sunlight from shining through. The Minute Maid billboards were chosen in areas of cities where they could let sunlight in by punching out the inside and displaying an empty frame.
Extended Shelter
Bus shelters were designed to protect riders from the elements. By adding a seat to the shelter’s exterior walls, riders can wait for the bus while taking in some sunshine and soaking up Vitamin D.
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