Tropicana - Natural Energy

3000 Oranges + Zinc and Copper = Beautiful Sparks

One of the projects in my portfolio that I am most proud of was also one of the most difficult ones to bring to life. Tropicana wanted to remind their customers that their juice is a 100% pure source of natural energy to get them through their busy and often exhausting day.

So Siavosh and I set out to show, not tell, and came up with the idea to build a billboard entirely powered by oranges. As simple as it may seem in retrospect, making it happen was extremely difficult. We wanted to build the 3 meter billboard for real, which scared off most vendors. Finally, UNIT9 were crazy enough to accept. After spending months testing, we managed to create a giant multi-cell battery powerful enough to light up a billboard.

Once we had the technology in place, Johnny Hardstaff came in and directed a beautiful film based on the construction of the billboard. 

Fun fact: The first time we connected the entire structure, the light came on for a few seconds and then powered down. Turns out there was so much electricity, that we blew a fuse.
All oranges were sent to compost once the billboard was taken down.

Image Gallery


One Show: Gold Pencil, Bronze Pencil | Cannes Lions: Bronze Lion 
Eurobest: Gold + Silver | Young Guns: Silver Bullet
Epica: 1 Silver, 2 Bronze | Meribel: Grand Cristal | ADC NY: Bronze Cube
Clio Awards: Bronze | Webby Awards: Nominee | D&AD: In the Book
French ADC: Black Sphere | CR Annual

Full Credits

No project can happen without the help of everyone involved.
Thank you.

Partner: Siavosh Zabeti

Agency: DDB Paris
Client: Tropicana
ECD: Alexandre Hervé
CD: Alexander Kalchev, Siavosh Zabeti
AD: Siavosh Zabeti, Alexander Kalchev
CW: Alexander Kalchev, Siavosh Zabeti
Accounts: Vincent Leorat, Julie Régis, Thibaut Wychowanok, Edouard Teixeira
Agency Producer: Guillaume Cossou, Florence Gabet

Directed by: Johnny Hardstaff
Editor: Ed Cheesman
Production company: UNIT9
Executive Producer: Piero Frescobaldi
Producer: Michelle Craig

Sound Production: THE