Tropicana “Natural Energy” billboard in Paris glows with warm light powered by hundreds of real oranges carefully arranged in a grid.

DDB France and Tropicana built a unique, fully functional billboard powered entirely by oranges.

Thousands of real oranges connected with copper and zinc spikes formed a massive multi-cell battery.

After three months of testing, the team generated enough electricity to illuminate: “Énergie Naturelle” (Natural Energy) and Tropicana logo.

Tropicana wanted to go beyond words to remind customers that their juice is a 100% pure source of natural energy.

The goal was to create a memorable demonstration that would resonate with busy consumers.

Instead of saying their juice gives you energy, Tropicana proved it. With cool science. And citrus.

Tropicana turned oranges into electricity to power a billboard. Very creative!

Innovative project brought Tropicana message to life by proving, quite literally, that nature and oranges can energize.

After the campaign, all the oranges used in the installation were responsibly recycled either for composting or for the production of biogas.

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