It's a simple proposition – Tropicana oranges are a natural source of energy for your body. DDB Paris took this proposition to a whole new level with their billboard powered entirely by oranges, igniting the words "Energie Naturelle" (Natural Energy) in neon lights. Now that's a fresh idea.
Each orange provided about 0.7 volts for the giant multi-cell battery, which took 3 months of wiring and experiments to complete. With 2,500 Tropicana oranges used in total, the display literally shone amongst the drab street advertising surrounding it.
The Green Room Verdict: The billboard can't have lasted particularly long, so if you weren't in France that week, you would have been out of luck seeing it. However, the 90-second video documenting the billboards creation has given it longevity – showing that it's often worth the effort of filming a process like this properly. So what happened to all of those oranges when they're time was up? They were collected and reused in a compost or to produce biogas, pushing even further the notion of natural energy. Nice.
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