DDB Paris is on a crazy creative roll right now. For Tropicana, it came up with the idea of illuminating a sign using only natural energy from oranges. Part of me went, "Wow, that's a lot of oranges for not a ton of payoff,"* but part of me also exclaimed, "I would now like a cool and refreshing orange beverage."
For those worried about food waste, the oranges were later all recuperated for use as biofuel or compost. That probably doesn't make you feel better as it could have all gone down your throat, smooth and sweet like fish of Gollum, but such is life.
