The juice company Tropicana created what looks like a sun in the middle of the night in Inuvik this past winter.
In order to do this, Tropicana spent a month in Inuvik, bringing a giant artificial sun that emitted 100,000 lumens of light.
A team of Canadian filmmakers captured the raising of the sun in Inuvik for a series of documentary-style commercials.
The lights were affixed to a 36-foot wide helium balloon which then rose and illuminated the town.
The Tropicana Brands sunrise coincided with Inuviks annual Sunrise Festival, which celebrated the return of sunlight after weeks of relative darkness.
The brand also provided 1,200 free cartons of Tropicana Pure Premium Orange Juice one for every household in the community.
The Tropicana team also worked with local leaders to identify community-based breakfast and nutrition programs in need of financial support. Contributions were then made to Sir Alexander Mackenzie School, Tot Spot Daycare and the Inuvik Food Bank.
In addition to TV advertising, the campaign features blogged commentary and behind-the-scenes imagery from Inuvik to provide a catalyst for conversation on a new Tropicana Brighter Mornings Facebook page.
Inuvik gets its moment on juice commercials
Mock sunrise stars in juice promotion...
Published: 11.03.2010 10:49
