Campaign of the Week

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.

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