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Ad of the Day: Minute Maid’s hollowed-out billboard lets the vitamin D pour through


By Amy Houston, Senior Reporter

May 4, 2023 | 3 min read

Imaginative out of home campaign includes a cut-out design allowing bright sunlight to pour through the empty frame, instead of blocking it out.

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Minute Maid’s unique billboard / VMLY&R

Orange juice brand Minute Maid is pushing its vitamin D content in this clever campaign that relies on nature to do the talking. Reimagining traditional outdoor media, three separate activations have popped up in cities across the US.

The first, a see-through billboard, enables passersby to feel the glow of the sun on them as they walk by. Typically, a billboard would block out any rays. Another activation, made from reflective materials, has been placed in residential areas and sheds light on buildings that tend to be in the shadows. Lastly, there is a bus stop poster where travelers can take a seat and not be sheltered as they wait. All very good if you live in sunny climates, of course.

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“As an iconic brand, Minute Maid has always brought the essence of nature into people’s homes,” said Desiree Ferrari, global director, shopper and consumer content at The Coca-Cola Company. “We’re happy to see the new global brand platform executed through a campaign made of unconventional formats that really brings the source of life, the sun and its benefits to people and in those places that need it the most.”

The outdoor ads are part of the Coca-Cola-owned brand’s new ‘Filled with Life’ campaign and are the work of WPP’s Open X, led by VMLY&R.

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Rafael Pitanguy, deputy global chief creative officer at VMLY&R, added: “This campaign is not just about promoting Minute Maid – it’s about authentically connecting with our audience and enhancing their access to sunlight. People won’t just see and read Minute Maid’s latest campaign, but... they will actually feel it.”

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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