Tropicana UK's new TV commercial, "Awake to Alive," shows how the world wakes up to a brighter morning with Tropicana. The PepsiCo-owned brand, the top-selling juice in the UK, is also giving away 1,000 litre cartons of Tropicana on its Facebook page — and used the ad as the inspiration for an eye-opening event: an artificial sunrise in London's Trafalgar Square on January 23rd. Watch below.
Trafalgar Square, London. 23 January 2012. 6.51am. A spectacular sun created by art collective Greyworld as part of Tropicana's Brighter Mornings campaign brightens up Trafalgar Square:
Below, watch a timelapse video of how Greyworld created the sunrise. "Taking over six months to create, the Trafalgar Sun is 30,000 times bigger than a football, has a surface area of 200m2 and weighs over 2,500kgs. Its internal light source produces the equivalent of 60,000 lightbulbs, 4-million lumens of light."
Below, find out more about the in-market activation (such as offsetting carbon emissions) from the brand's FAQ page:
What is the Trafalgar Sun?
* The Trafalgar Sun is a spectacular, first of its kind, public art installation which Tropicana has commissioned. It reflects our ‘brighter mornings’ proposition and brings to life the positivity and optimism that you get from drinking a glass of Tropicana in the morning through an exciting and emotive experience which people can enjoy.
What is the Brighter Morning Campaign?
* This is our 360 integrated marketing campaign which includes a new TV ad, PR, experiential, digital and in-store promotion, all reinforcing the fact that a glass of Tropicana tastes delicious and is a fantastic way to start the day.
Why is Tropicana doing this?
* A delicious glass of Tropicana gives you the first of your five a day and is a fantastic way to start your morning. To bring this to life we have created an amazing art installation to brighten mornings on a miserable winter day, and provide that same feeling of optimism that you get from drinking a glass of Tropicana.
Has this been done before?
* No, this is a unique piece of art commissioned by Tropicana and created exclusively by the UK’s leading public artists’ collective Greyworld.
Why has Tropicana undertaken this in London?
* We wanted to be able to bring sunshine to as many people as possible and ensure the highest number of consumers could enjoy and experience the art installation.
Why Trafalgar Square?
* We wanted our spectacular art installation to be unveiled in an iconic location. Trafalgar Square is one of the most instantly recognisable locations in the world and is a fitting home to our sun.
Why has Tropicana chosen the 23rd January?
* The Trafalgar Sun is being created on the same day as our Brighter Mornings TV campaign breaks, allowing us to kick off 2012 with a positive and optimistic brand message. It is also the middle of winter and what better time could there be to bring the sunshine to London?.
How long will the sun be up for?
* We will break the day in Trafalgar Square at 6.51am, an hour earlier than the real sunrise. The Sun will set at 7.33 – three hours after the real sun sets. Providing four extra hours of sunshine in Trafalgar Square.
Why are you working with Greyworld?
* Greyworld is one of the world’s leading visual artists and has a genuine passion for creating installations that the public can interact with and experience, which is exactly what we wanted to achieve by creating the Trafalgar Sunrise in London.
Is the Tropicana Sun part of a new advertising campaign?
* Tropicana has a new advertising campaign launching today which reinforces the fact that Tropicana is a fantastic way to start your day... The Trafalgar Sun is our way of bringing this to life in a way that can be experienced and enjoyed by consumers.
How can people who don’t live in London enjoy the sun?
* We have created a wonderful video that truly brings to life the positive effect that the Trafalgar Sun has had on all those who were lucky enough to experience it first-hand. We have also produced an in-depth behind the scenes video to show how the sun was created. Both videos can be view at facebook.com/tropicanajuices.
Has this been attempted before?
* No, this is a unique piece of public art created exclusively by Tropicana for the enjoyment of London’s commuters.
How long did it take to create?
* Six months of research and design went into the Trafalgar Sun. The final structure started being built in Trafalgar Square at 8pm last night.
How bright is the Trafalgar sun?
* The sun will produce around 4-million lumens of light, the equivalent of 60,000 light bulbs.
Will the sunrise give off a lot of heat?
* All light sources will give off a significant amount of heat. The heat given off by our sunrise will be felt by passers-by, but the majority of the heat will be cooled by an internal air cooling unit to prevent the lights from overheating.
How big is the sunrise?
* The sunrise is a perfect sphere and is 7.5m in diameter, with a 22m circumference. It is 30,000 times bigger than a football!.
How much will the Tropicana sun weigh?
* The sun weights approximately 2.5 tons (2,500kg).
What is the Tropicana sun made out of?
* The sun is made up of 46 independently controlled lamps mounted on a frame which is covered with a yellow layer of special created material.
How close will the public be able to get to the sun?
* Members of the public will be able to walk up to the sun, but not under it as this area will be cordoned off. The bottom of the sun will also be 20m off the ground.
Won’t powering something this big create a huge amount of carbon emissions?
* We have taken this into consideration and have offset the carbon emissions through Carbon Footprint, a leading provider of Carbon Management services. Our Carbon Offsets will be used to compensate for the emissions produced by funding an equivalent carbon dioxide saving project elsewhere. Carbon Footprint offer a range of carbon offset projects to international standards, including the Verified Carbon Standard (VCS) and Certified Emission Reductions (CER) both of which meet BSI's PAS 2060 specification on carbon neutrality.
Will the sun be safe to look at?
* Yes. We will also be handing out sunglasses so visitors can enjoy the sun in style!.
Could the light source distract drivers and cause accidents?
* No. We have worked closely with Westminster Council, TFL, GLA and LTC to ensure that the Trafalgar Sun will not be a danger for any members of the public. A full Event Management Plan has been submitted and approved by all the parties responsible for safety within and around Trafalgar Square.
Could I get a suntan from the sun?
* No. The lights used in the Trafalgar Sun do not produce UV wavelengths and will not affect skin tone.
The visually dramatic event resonated with the public — here's a snapshot of user-uploaded photos of the event on Google Images:
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