"The Giving Tree"
Consumer Packaged Goods
Agency: Juniper Park Client: Pepsico Canada - Tropicana Production Company: Unit9 Executive Creative Direction: Alan Madill, Terry Drummond, Barry Quinn Agency Producer: Michael Dobell Copywriting: Jonathan Careless, Courtney Columby Art Direction: Randy DeMelo
The Tree of Giving lived online and grew every time a consumer participated in the program. The site let the participant see the real time effect of their donations and shares with friends. Participants could click on their oranges and track their sphere of influence, seeing who else had donated because of them.