Sun-Rype continues real fruit campaign
By Adnews Staff
Vancouver-based juice company Sun-Rype is continuing its ongoing national campaign with new advertising in the Greater Toronto Area. The out-of-home, online and television advertising. The out-of-home component consists of transit shelter ads, mall posters and video boards. Another element out of out-of-home campaign is an interactive 62-inch screen with an attached camera. People or objects who pass in front of the camera are digitally translated into "fruitified" images on the screen, according to the company. The animated images resemble the effects featured in Sun-Rype's television commercials. The installation will move between a number of shopping malls through the summer, including Square One, Dixie Outlet Mall and others in the GTA. "The new campaign is made of the same things that [Sun-Rype] juices are made from: fruit," said Cosmo Campbell, creative director of Tribal DDB Canada. "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 phase of the campaign also includes a new 30-second television commercial called "Shoes." Like previous creative in the campaign, it consists of stop-motion animation depicting lifestyle scenes made of fruit. The ad broke on June 2 and is also running on video boards in downtown Toronto. This is the second phase of a campaign developed by DDB Canada of Vancouver that began in April. OMD Vancouver is handling the media buy.