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.
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.
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.
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.
