Creatives: we’ve seen, heard, tasted, touched, smelled, kicked, pushed, pulled, gotten bored, and come up with it all. With a somewhat Jack Torrence-esque look on our faces, we greet ideas that we know we’ve seen before with a psychotic grin, instantly assaulting them with a witty insult like “This is merely a B-side remix of something we’ve heard before,” until it’s not.
Enter Brazil. For two years, Age Isobar, the São Paulo-based, Brazilian division of Isobar that handles accounts like Adidas, Mattel, and British Airways (among others) has been quietly hiding the gestation period of their latest born, a campaign for juice and nectar company Camp, until this week. To communicate the lack of preservatives and accentuate the integrity and 100% natural components of their products, Age created a whimsically amusing technique that molded fruits into the shape of Camp juice boxes, manipulating real fruits from an early point in their growth. Using an acrylic-like mold, the fruits are constrained within a capsule that holds the same characteristics as a tetra brik juice carton and forced to grow within the size limitations surrounding them, yielding the peculiar end products. Passion fruit, lemon, and guava are among some of the candidates included in the experiment/campaign. When the fruit boxes were harvested, Isobar Brazil delivered them fresh to local Brazilian supermarkets, fruits stands, farmer’s markets, and special street festivals. Once shaped, the fruits were perfectly edible, and their interior aspect was left untouched, ready to be enjoyed just as naturally as the nectars Camp makes.
Although not the loudest of advertising agencies, Isobar has managed to snuggle a Cannes lion under its belt and has gained the support of some of the sexiest cheerleaders around: Archive, The One Show, Ads of the World, and D&AD, to name a few. As innovative, quirky, and refreshing (no pun intended) as this concept may be, the buzz still seems to be kept under wraps, since it is only but a few days old (though bestadsontv.com has already began showing some love). Flabbergasted clients, confused grandmothers, proud fellows, and cynical copywriters’ charming array of feedback is surely soon to follow this week.
Clap, cry, fake a psychotic smile, pull out that dusty white flag. Whatever the course of action may be, innovation was born this week, and it doesn’t seem like it’s going to grow up to be an accountant or an insurance salesman.
Hailing from the world's fried food and scorching temperatures capital, Christine Amy is a Puerto Rican copywriter with a passion for words, music, and simple ideas. She has a Master's in Advertising Design from Barcelona, and is a freelance writer for both Beyond Madison Avenue and Dailybeatz, an indie music blog.