Sunlight is a critical element of health. But in urban areas, tall buildings and concrete landscape often block it out.

"Filled With Life," Minute Maid's new out-of-home campaign lead by WPP's Open X and VMLY&R, promotes the calcium and vitamin D in Minute Maid with a twist. The work lets people enjoy the power of the sun.

For city dwellers, that's crucial, as more than 55% of the world’s population lives in urban areas, a proportion that is expected to increase to 68% by 2050, according to the United Nations.

Three OOH activations bring the sun back into daily life. They just launched in Sao Paulo, Brazil, and will expand globally for the remainder of 2023.

The reflective billboards, placed on rooftops or blank walls, redirects sunlight into nearby windows and spaces, which light up dark apartments.

The open billboard eliminates the inside of the ad and simply displays an empty frame, with the Minute Maid imagery off to one side.

Finally, the extended shelter adds seats outside the bus shelter waiting, inviting people to wait for the bus in comfort by soaking up vitamin D.

Desiree Ferrari, global director, shopper and consumer content, the Coca-Cola Company, Minute Maid's parent, said: “We’re happy to see the new global brand platform “Filled with Life” executed through a campaign made of unconventional formats that brings the source of life, the sun, and its benefits to people in places that need it the most.” 

The campaign doesn't just highlight Minute Maid. "People won't just see and read Minute Maid's latest campaign. They will actually feel it," said Rafael Pitanguy, Deputy Global Chief Creative Officer, VMLY&R.

VMLY&R clients also include Greenpeace, Oreo, Dell, Wendy's and Starbucks.