My favorite pieces and the stories behind them.

Client / Dole Fruit Juice
Media / OOH, Transit
Challenge / Launch a fruit juice from a company known for fruit
Idea / Lampoon the inconvenience of eating whole fruit on-the-go

On this occasion, my partner and I were invited to compete against very senior teams. As the most junior team, we had nothing to lose. So, we decided to just have fun with the brief.

Well, our GCDs loved the simplicity of the lines and the wallpaper motif. So much so, they took the tagline from a freelance team and gave it to us. Indeed, it takes a village to win a pitch. We made it through a round of testing and THEN, the clients fell in love with the campaign, too.