|Title||Minute Maid - 'Cones' Digital Short|
|Agency||SapientRazorfish North America|
|Campaign||Minute Maid Digital videos - Pure Squeezed|
|Date of First Broadcast/Publication|
|Business Sector||Fruit Juices & Drinks|
|Tagline||Minute Maid Pure Squeezed tastes so much like a fresh, ripe orange that oranges are upset”|
|Story||“Minute Maid Pure Squeezed tastes so much like a fresh, ripe orange that oranges are upset”—a simple thought that drove an integrated campaign for Minute Maid and their newest product. On TV, Modern Family’s Ty Burrell served as moderator between the juice and an upset orange. And in the social space, we extended the campaign with three digital shorts that brought this ‘upset orange’ storytelling into the real world and the supermarket juice aisle. By pairing our quirky short stories with a faux-suspense humor, we created content that linked directly to the overarching story while still extending into new territory.|
|Philosophy|| Minute Maid 'Cones' digital short is the digital social extension supporting a larger campaign story for the Minute Maid Pure Squeezed brand|
Has anyone seen this happening in the juice aisle? Minute Maid Pure Squeezed tastes as good as a fresh, ripe orange—and oranges are upset.
|Media Type||Web Film|
|Chief Creative Officer||Gaston Legorburu|
|Art Director||Omar Mendez|
|Associate Creative Director||Sasha Kobrynich|
|Executive Creative Director||Juan Morales|
|Creative Director||Andrew Goldstein|
|Creative Director||James Allen|
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