Adopt an orange tree
Digital Campaign for Life Φρεσκοστυμμένο, Vivartia
Copywriter: Stella Koureli
Head Developer: Sotiris Gyftopoulos
Animation: Adel Sanoussi, Chris Day
Ermis Awards, May 2012
Category: Ermis Digital – Other Interactive Solutions – Social Media Applications Product
Request:To promote a seasonal freshly made orange juice during the period that the product was not on the shelves.
Approach:To create an interactive 3month period game where the users would participate as farmers.
They would adopt an orange tree, take care of it and eventually harvest its fruits to help the brand to create the juice.
All the “farmers” would be rewarded with the juice “produced” by their own orange tree and would participate in draws for prizes.
The environment changed live based on the time (day and night) and weather (sunny or rainy), and progressed seasonal from the moody February to the sunny May.
Sketches (The cycle of the orange tree)
Profile Pictures (based on the orange tree cycle)