The current Sun-Rype juice campaign continues to penetrate the Ontario market, blitzing the Greater Toronto Area with new, fruity, out-of-home (OOH), online and TV advertising.

The colourful OOH advertising appearing in transit shelter ads, mall posters, and video boards marks the beginning of the second phase of a comprehensive national campaign launched for Sun-Rype in April by DDB Canada’s Vancouver office.

The most exciting element of the OOH ads however, is the introduction of a new interactive screen application that creates fruit-filled animation. Developed in conjunction by Tribal DDB and DDB Canada’s Vancouver offices, the interactive “fruit mirror” features a camera and specially designed graphics program that instantly animates people or objects onto a 62-inch LCD screen as “fruitified” images.

The live, animated images are entirely composed of pixilated fruit, and notably mirror the effects used in the new Sun-Rype TV commercials. The interactive “fruit mirror” will rotate among shopping malls over the course of the summer including Square One, Dixie Outlet Mall and other shopping centres within the Greater Toronto Area.

“Sun-Rype takes pride in the fact that they don’t add any artificial colours, preservatives or sugar to their juices. So the new campaign is made of the same things that their juices are made from, fruit,” says Cosmo Campbell, creative director, Tribal DDB Canada, Vancouver. “This new interactive screen takes this idea one step further by engaging with people, while figuratively demonstrating Sun-Rype’s ‘made with real fruit goodness’ tagline.”