El Carmen, citrus growers and processors in Argentina, show the “whole process” required to create the natural Citric Juice (Jugo Citric), from the moment they pick the fruit until the liquid is emptied, bypassing the industrial process using a balloon, jump ramp and tunnel. “Citric. Proceso de no fabricacion” (No Manufacturing Process). The campaign won a Silver Press Lion at Cannes International Festival of Creativity.
The Citric campaign was developed at DraftFCB, Buenos Aires, by executive creative director Javier Campopiano, creative director/art director Lulo Calió, art director Martín Stuart, copywriter Claudio Brutto, account supervisor Karen Goldstein, illustrator Cristian Turdera, digital retoucher Diego Huesca, and 3D designer T3rcera.