DDB Paris’ Billboard Powered by Oranges brought natural energy to life in the most literal way. Created for Tropicana, the campaign’s intent was to dramatize vitality by turning fruit into electricity. The team built a functioning billboard powered entirely by oranges – a joyful metaphor for the brand’s natural energy promise.
Unveiled in 2011, engineers wired 2,500 oranges with zinc and copper spikes, creating a low-voltage circuit strong enough to light the billboard’s text. Each orange produced a small voltage, and when linked in series, the combined power was enough to light the billboard’s typography. The glowing letters spelled out the brand’s optimism while surrounding streets filled with the scent of citrus.
Engineers and creatives collaborated to design a working electrical circuit that could safely and consistently produce light over several days of public display. Advertising schools and innovation conferences continue to cite the project as an early example of eco-minded design
The campaign won five global awards, including recognition at Cannes Lions and Adweek’s Experiential Awards. It continues to be cited as an early benchmark in sustainable, science-based creativity.
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Tropicana’s orange-powered billboard proved that even the simplest metaphor – energy from fruit – can light up the advertising world when executed with imagination and technical craft.
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