This is an ‘image building/image support’ campaign for Looza Ace, a fruity juice. I like the idea and simplicity DDB came up with, but there’s one thing I don’t quite understand. DDB pictures the smell of fruit as something to be scared of, as I can see from the Hitchcocky setting. Usually (in most B-movies) there’s always some evil dude in the back of the car, or some pervert that sneaks into the girls’ lavatory. But isn’t the fruity smell of fruity fruit something good? Isn’t it one of the benefits of the product and if so, then why is it being pictured as a disadvantage? I do like the ‘vintage’ effect in the images though.
Client: Looza Ace (Tropicana)
Agency: DDB
CD: Jean-Charles della Faille
Copy: Pol Sierens
Media: POS poster, vespasius, tabletents, dailies