My role: Associate Creative Director—Art
Challenge:
Sunkist is all about sharing real moments over citrus. So when COVID-19 upended that, we needed to create a space we could still gather over citrus, safely.
Execution:
We brought our citrus grove to Animal Crossing where select participants and media could visit our island and collect unique, limited-time citrus-themed items, artwork and outfits. Part of a 360 digital & social effort, we filled spots and interest in our Sunkist Island and were able to make sweet connections throughout the world.
Results:
Our Sunkist Island virtual brand experience successfully engaged our millennial audience, generating over 1.4 million earned impressions, 7.9 million social media impressions, and driving purchase intent with a 70% increase in page views.
Video tour of Sunkist island.
Promotional video of Sunkist island.
