Nothing new under the (fake) sun / Rien de neuf sous le soleil?
 |
 |
| THE ORIGINAL? Tropicana Orange Juice / Artificial Sun – 2010 Artificial sun built in Inuvik village Source : You Tube, Cannes GOLD LION Agency : BBDO Toronto (Canada) |
LESS ORIGINAL Zywiec Zdroj Orange Juice (Danone) – 2016 Artificial sun built in Warsaw Source : Marketing News Agency : K2 Warsaw (Poland) |
Eng “Both Orange Juice brands decided to bring some summer in dark winter periods by building a gigantic artificial sun. It's quite daring to do such a remake of a 6 years old Cannes Lions GOLD. It sends shivers down my back to imagine they thought I wouldn't notice.”
Fr « Le coup du soleil artificiel en plein hiver, Tropicana l'avait déjà fait il y a 6 ans de ça (Lion d'Or à Cannes quand même). Ça fait froid dans le dos d'imaginer qu'ils aient pu penser que personne ne s'en souviendrait. Bref une idée lumineuse au départ, mais qui ne brille plus guerre par son originalité! »
Be the judge!
61104
Blake
02.08.2016 - 13:13
I Think both projects were inspired by Eliasson project from 2003 (http://www.tate.org.uk/whats-on/exhibition/unilever-series-olafur-eliasson-weather-project/olafur-eliasson-weather-project). To be honest two completely different approaches. First made to small publicity with product in the foreground just to get awards. Nice but still viral case. Second had digital mechanic involving people national wide and branding mostly had been moved to website.
Joe La Pompe
02.09.2016 - 14:05
@Blake thanks for the link!
Blake
02.09.2016 - 14:25
My pleasure. I wonder how briefs from the clients looked like. Sun is a universal symbol and strange that was not often used in ambient advertising. I like more Zywiec Zdroj case with clever online – offline connection. There is a strong mechanics behind this project. By the way Zywiec Zdroj is a water brand.
Joe La Pompe
02.27.2024 - 13:00
Another one for KIA in 2024 :
https://youtu.be/hAnpZ6Uy6Ho?si=6E40mQEDJv7RN_Xo