Minute Maid

Filled with Sun

Agency: VMLY&R


Given half of the world’s population reside urban areas tall buildings and concrete landscapes may prevent them from enjoying the natural benefits of sunlight. That’s why Minute Maid and WPP’s Open X, led by VMLY&R, have created a campaign that not only promotes Minute Maid Original with Calcium & Vitamin D, but also offers a unique way to help everyone feel 'filled with life' through the power of the sun.

Through three activations, Minute Maid is reimagining the traditional media where the sun can naturally be found: Out of Home and aims to bring the sun back into people’s daily lives.
The Reflective Billboard: In urban areas, many apartment buildings are in the shadows of their neighbors. But with a strategic placement on rooftops or blank walls, Minute Maid’s billboard redirects sunlight into nearby windows and spaces, brightening up once-dark homes
The Open Billboard: Traditional billboards can block the view of the sky and prevent sunlight from shining through. But Minute Maid has found a solution by mapping out each city's billboards that block the most sun and taking over those areas. By punching out the inside and displaying an empty frame, our Open Billboard opens to the sunny sky behind.
The Extended Shelter: Bus shelters weren't designed for sunlight seekers, but Minute Maid has changed that. By extending the waiting area and adding practical seats outside the shelter's walls, we invite people to wait for the bus while soaking up some vitamin D.

“As an iconic brand, Minute Maid has always brought the essence of nature into people’s homes,” said Desiree Ferrari, Global Director, Shopper and Consumer Content, The Coca-Cola Company. “Today we’re happy to see the new global brand platform “Filled with Life” executed through a campaign made of unconventional formats that really brings the source of life, the sun, and its benefits to people and in those places that need it the most.”

This campaign is not just about promoting Minute Maid - it's about authentically connecting with our audience and enhancing their access to sunlight. As Rafael Pitanguy, Deputy Global Chief Creative Officer, VMLY&R explains: "People won't just see and read Minute Maid's latest campaign, but...they will actually feel it."

This professional campaign titled 'Filled with Sun' was published on May 02, 2023. It was created for the brand: Minute Maid, by ad agency: VMLY&R. This campaign contains 3 media assets. It was submitted 5 months ago by Communications Manager: Jacquie van der Veur of VMLY&R.


Debbi Vandeven, Global Chief Creative Officer, VMLY&R
Javier Campopiano, OpenX Global Chief Creative Officer, WPP
Rafael Pitanguy, Deputy Global Creative Officer, VMLY&R
Gabriel Jardim, ECD, VMLY&R
Guto Monteiro, ECD, VMLY&R
Guilherme Possobon, Assoc. Creative Director, VMLY&R
Daniel Thomer, Assoc. Creative Director, VMLY&R
Stephanie DeCelles, OpenX Global Client Lead, VMLY&R
Devin Rote, Associate Director CE, VMLY&R
Cécile Berger, OpenX Global Category Lead - Nutrition, WPP
Petra Mayer, Director Creative Strategy - Nutrition Category, WPP
Chase Cornett, Chief Strategy Officer, VMLY&R
Jinie Kwak, Managing Director, Global Comms, VMLY&R
Jacquie Van Der Veur, Sr. Communications Manager, VMLY&R
Nicole Godoy, Director of Production, VMLY&R
Nicole Thedin, Producer, VMLY&R
Anderson Rocha, Agency Production Team, VMLY&R
Roberto Rogoski, Executive Creative Director, VMLY&R
Manolo Arroyo, Global Category President - Nutrition, The Coca-Cola Company
Christina Ruggiero, Global Sr. Director Creative Strategy - Nutrition, The Coca-Cola Company
Sadaf Zarrar, Global Sr. Director Creative Strategy - Nutrition, The Coca-Cola Company
Claudia Navarro, LAOU Marketing Director, The Coca-Cola Company
Desiree Ferrari, Global Director, Shopper and Consumer Content – Nutrition, The Coca-Cola Company
Katalin Czigler, Global Director, Brand Strategy, The Coca-Cola Company
Carmen Mendez, LAOU Nutrition category lead, The Coca-Cola Company
Fer Moraga, LAOU Creative Strategy Director & Content Lead - Nutrition, The Coca-Cola Company
Gustavo Muneratto, LAOU Content Analysts - Nutrition, The Coca-Cola Company
Renata De Oliveira Nunes, LAOU Content Analysts - Nutrition, The Coca-Cola Company



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