General Brands in Brazil ran a two-year experimental campaign in which fruit was grown in the shape of Camp Nectar fruit boxes to promote the claim, “Made from Real Fruit”. Customized juice box molds were placed around growing fruit on an orchard in Paranapanema, producing 1,123 oranges, lemons, guavas and passion fruit with the Camp Nectar box shape. The specially designed fruit, complete with brand imprint, straw and carton flaps, were placed in supermarkets and fairs to promote the juice range. The campaign won a Gold Outdoor Lion, a Bronze Direct Lion, a Silver and Bronze Promo & Activation Lion.
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Credits
The Camp Nectar Fruit Boxes campaign was developed at Age Isobar, São Paulo, by creative director Carlos Domingos, art directors Henrique Mattos, Cristiano Rodrigues, Fuku, copywriters Charles Faria, Daguito Rodrigues, agency producers Silvia Moreli and Thaysa Mamed.
Music (Old MacDonald adapted) was produced at SdeSamba, Sao Paulo.
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