A Very Fruity Campaign
Gail Chiasson, North American Editor
Sun-Rype has launched an innovative element into its new juice campaign in Canada’s Ontario market with an interactive screen application that creates fruit-filled animation.
An interactive ‘fruit mirror’ features a camera and specially designed graphics program that instantly animates people or objects onto a 62’’ LCD screen as ‘fruitified’ images. When someone stands in front of the mirror, he or she is reflected back as a mix of the fruit that make up Sun-Rype juices.
The fruit mirror will be traveling around malls of the Greater Toronto Area as part of a campaign that also involves OOH transit shelter ads, mall posters, and video boards, online and TV advertising. The video boards in downtown Toronto will carry the TV commercial.
The ‘fruity mirror’ was developed jointly by Tribal DDB Canada and DDB Canada’s Vancouver offices (with media buy for the campaign by OMD Vancouver). The live, animated images are entirely composed of pixelated fruit, and notably mirror the effects used in the new Sun-Rype TV commercials.
“Sun-Rype takes pride in the fact that they don’t add any artificial colours, preservatives or sugar to their juices, so the new campaign is made of the same things that their juices are made from: fruit,” says Cosmo Campbell, creative director, Tribal DDB Canada, Vancouver. “This new interactive screen takes this idea one step further by engaging with people, while figuratively demonstrating Sun-Rype’s ‘made with real fruit goodness’ tagline.”
The new 30-second TV spot that will also dominate various video boards depicts a vivacious and colourful, healthy lifestyle scene made entirely of fruit, and is shot in a stop-motion style animation.
Consumers who have joined Sun-Rype’s e-mail list got a sneak peek of the new spot a week before its launch and were given access to complimentary downloads of the song used in the TV spot.
June 28th, 2008 at 07:30 @354
How come people haven’t made a big fuss over this products digital camera, which is located on the screen. Now, I fully understand that this technology is creating a digitized animated mirror effect of people standing in front of it, but how come there’s been no negative feedback from privacy advocates? Particularly, the video capturing of the audience to render into Sun-Rype pixels.
The NY Times huffed and puffed over TruMedia and Quividi’s digital billboard that counted ad impressions, which clearly stated that they Do Not collect/store any identifiable data from their cameras.
I find it interesting that Audience Measurement guys got the heat for their technology and these guys haven’t, oh that right because it’s fun?!?!?