The 'real' juice box
Brazilian agency AGE Isobar has grown real fruit into the shape of juice boxes in order to promote the supposedly 'all natural' Camp fruit juice brand
The agency made molds in the shape of juice boxes which were hung on fruit trees on farms near São Paulo. As the fruit ripened, it grew into the shape of the mold, complete with Camp logo and even a 'straw'.
This rather annoying video explains all:
The 'juice boxes' (around 1100 were produced) were placed in supermarkets and on fruit stalls, as well as at trade fairs, with a sticker. At the checkout, customers could exchange them for a carton of Camp.
So, not really 'juice boxes' per se, more a neat bit of in-store promotion, albeit on a very small-scale for what is reported to have been two years' work. Was it worht the effort? That depends on how much 'earned media' the idea generates.
And before ad awards juries start reaching for those 'yes' buttons, it should be noted that growing fruit into amusing shapes is not an original idea. Back in 2009 the world, or at least the Daily Mail, was wowed by the efforts of Chinese farmer Gao Xianzhang to grow pears into the shape of Buddha.
While Japanese watermelon growers have been producing novelty-shaped fruit for years
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
The May issue of Creative Review is the biggest in our 32-year history, with over 200 pages of great content. This speial double issue contains all the selected work for this year's Annual, our juried showcase of the finest work of the past 12 months. In addition, the May issue contains features on the enduring appeal of John Berger's Ways of Seeing, a fantastic interview with the irrepressible George Lois, Rick Poynor on the V&A's British Design show, a preview of the controversial new Stedelijk Museum identity and a report from Flatstock, the US gig poster festival. Plus, in Monograph this month, TwoPoints.net show our subcribers around the pick of Barcelona's creative scene.
If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
I think it's commendable that they would take the time and effort to do this rather than just knock it up in Photoshop for the same effect; I'm sure the majority of the audience would assume this is how it was achieved.
It's knowing that they physically created the fruit boxes that turns a rather obvious idea in to something rather lovely. Without this prior knowledge it's a fairly forgettable campaign.
It's a shame that the (I'm assuming) final images look hugely over retouched, which unfortunately negates the process.
I'm a huge believer in natural/real and often slow processes feeding the final result, particularly with the unrealistic time pressures that exist in this business. I hope they do get to use the more realistic and true images that got them to the final result in the campaign.
Not a single mention of Naoto Fukasawa's work?
Fukasawa's packs were printed to look and feel like the fruit whose juice they contain - they weren't actual fruits as these are, so not the same thing at all.
If we're going down that route then maybe we should have mentioned the Jif lemon too!
Cynical voices here. It's a nice idea, gets good media coverage (particularly in Brazil, I'll assume) and makes a genuine attempt to engage with customers. Good job.
|CR August issue: digital futures (3)|
|Jacob Dahlgren art for the Royal London hospital (1)|
|Richard Wentworth reflects on the First World War (2)|
|Six Great New Music Videos (2)|
|Sagmeister and the 'bullshit' around storytelling (38)|
|How a Brazilian street artist and a Leeds design studio created Coke's World Cup identity|
|DesignStudio rebrands Airbnb|
|Designing for The Grand Budapest Hotel|