Juice Boxes Out of Actual Fruit
Florida’s natural, you just got owned.
While you were busy rolling out your quasi-inspiring b-roll in the depths of the Florida orange groves where pleasant, suntanned growers show the hand-picked quality oranges which go into every carton of your mass-marketed juice, Brazilian creative agency AGE Isobar was working on a better kind of show-and-tell.
AGE Isobar spent the last two years growing (literally) the organic marketing campaign for their client Camp Nectar, who also boasts all-natural fruit juice. Rather than simply providing footage of said juice, the creative agency decided to develop what they decided to call “real juice boxes.” The result is sweet–rectangle-shaped oranges, lemons, passionfruit, and guava that do indeed resemble the Camp juice boxes, right down to the natural impressions of the logo and straw.
To create the effect, AGE Isobar first created molds of the juice boxes, complete with the Camp logo. Next, they hung the molds on the trees of a farm in Paranapanema, São Paulo, Brazil, encapsulating various types of fruits into the molds with the hopes they would grow into the impression. The project took two years to perfect; but after multiple experiments, AGE Isobar produced 1,123 juice box-shaped fruits ready for consumption. A video (below) instructs consumers to “take from the gondola, swap for a Camp pack,” though it was unclear whether or not the agency actually ran this trade as a promotion.
AGE Isobar is the joint combination of the agency AGE, founded by Ana Lucia Serra and Carlos Domingos in 2000, and Isobar, the largest digital group in the world. Since their merger in 2008, the company has been behind digital campaigns for a number of high profile clients including Adidas and Mattel.
The limited number of Camp juice boxes were displayed at supermarkets, horti-fruits, and fairs. They were also unveiled at Fair APAs 2012, Brazil’s largest supermarket market and sent to mailing-list fans for consumption, according to AGE’s website.
It’ll be your new main squeeze.
Photos from DesignTaxi