Tropicana’s claim was simple: it gives you all natural energy.
The question was how to prove it without saying it.
The answer was to prove it literally.
We built a billboard powered entirely by oranges. 2,500 of them, each pierced with zinc and copper pins. Each orange produces approximately 0.7 volts through an electrochemical reaction between its citric acid and the two metals. Combined and linked in series, the circuit generated 1,800 volts – enough to illuminate the LED letters spelling out “Énergie Naturelle – Tropicana” on a Paris street for a week.
Three months of testing. The fruit was composted or converted to biogas after the campaign. The outdoor installation was filmed as a case study directed by Johnny Hardstaff and produced by The Moving Picture Company.
