No Process

We did nothing and we had a campaign.

When I met the founders of Citric at their factory and they showed me the process, it instantly came to my mind the idea that they were not actually doing anything. “So, you take the oranges, you squeeze them and you pack the juice. So what do you add to it?” I joked with them. That became the strategy for this campaign, which helped the brand to differentiate itself from any other brand in the market immediately.

Silver Cannes Lions winner 2012