Tropicana “juice” lights the billboard up

In Paris, Tropicana has illuminated a billboard using energy produced by oranges. The idea of using citrus to produce energy doesn’t sound new to me (my brother did an installation with lemons last year at Bread & Butter for Replay) but I love the connection between the execution and the product (orange + vitamins = life… did I really have to explain this? I guess not…

And btw after moving here in the US I found out that the energy you plug in your computer is actually referred as the “juice” (!!).
Kudos to DDB and Unit 9 for the idea and the execution. (via)