The taste of nature

Like toothpaste ads, ads for fruit juices all follow a similar pattern, with each one claiming to be more naturally pure and nutritious than the other. For all we know, they're probably ALL manufactured in the same plant with minor differences in taste and/or colour, packaged and then shipped out under multiple brand names.


Trouble is, most of these juices aren't fresh to begin with. They go through so many processes and are so chock-full of synthetic additives and preservatives by the end of it, they have little or no nutritive value left in them by the time we pour them into our glasses. This is a set of ads for an Argentinian juice manufacturer called Citric, which claims to use a "Non-processing process" which means the product goes straight from the tree into the carton. Tall claim, surely, but nice artwork!

 
Advertising Agency: Draftfcb, Argentina Executive Creative Director: Javier Campopiano Creative Director: Lulo Calió Copywriter: Claudio Brutto Art directors: Lulo Calió, Martín Stuart Illustration: Cristian Turdera 3D Illustration: t3rcera Retouch: Diego Huesca