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Campaign of the week

Tropicana

Brighter mornings

The 3,500 residents of the Arctic town of Inuvik in the Northwest Territories in Canada live without a sunrise for several weeks every winter. Juice brand Tropicana, the self-appointed National Provider of Brighter Mornings, decided to cheer these residents up and promote the launch of its newest variant, fortified with calcium and vitamin D. It did this by creating an  artificial sun comprising of an enormous helium balloon which emitted 100,000 lumens of light. A team of Canadian filmmakers captured the raising of the 'sun' in Inuvik for a series of documentary-style commercials.

Click here to read full case study for free

Other News

Asics sportswear range backed with Euro drive

10 March 2010

Asics has unveiled a pan-European campaign to promote its women sportswear range AYAMi.

(more)

EU sees positive FMCG growth

10 March 2010

Fast moving consumer goods growth across Europe outstripped the US in the fourth quarter of 2009, according to figures from The Nielsen Company.

(more)

SMG turns focus to experiential

10 March 2010

Starcom MediaVest Group (SMG) is to strengthen its UK experiential offering with a new standalone division.

(more)

German consumers making the most of economic crisis

10 March 2010

Around 46% of German households are expected to be “crisis resistant" during 2010, according to the German Association for Consumer Research (GFK)

(more)

IHT uses viral to promote series

10 March 2010

International Herald Tribune is backing a new editorial series with a viral campaign targeting influential business women.

(more)

Millward Brown creates viral metric

10 March 2010

Millward Brown has released a new metric that predicts the viral potential of an ad before it is released.

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MMA releases whitepaper on rich media mobile advertising

10 March 2010

The Mobile Marketing Association (MMA) has published a new whitepaper on rich media mobile advertising to address the growing use of the medium.

(more)