Nothing Is for Sale at Minute Maid's Pop-Up Holiday Store

Brand Is Instead Helping Kids to Say Thank You to Parents

Published On
Dec 01, 2016

Editor's Pick

Minute Maid's holiday campaign this year is all about helping kids to say thank you to their parents, with the help of a pop-up "store." However, nothing is for sale there.

Instead, the store allows kids can go in and write a letter to their parents, expressing their gratitude, while they drink a Minute Maid orange juice. The letters are then packaged up like a gift to be delivered to their parents.

Agency Doner captures the experience in a documentary-style video that highlights five children, from little kids to older teenagers, as they write heartfelt letters to their parents. For some, it's a chance to express on paper things they've never said in real life. Their parents' emotional reactions are authentically captured, too, as is the fact that this beats any regular wrapped-up holiday gift hands down.

The film ends with the tagline: "Put good in. Get good out." It's part of Minute Maid's wider "#doingood" campaign, which according to the brand was created to combat the internal struggles many parents face as they attempt to balance work and life, while striving to provide the best holiday experience for their families.

Credits

Date
Dec 01, 2016
Brand:
Minute Maid
Client:
Minute Maid
Agency:
Doner
President and Chief Executive Offier:
David DeMuth
Global Chief Creative Officer:
Eric Weisberg
Executive Vice President, Executive Creative Director:
Brad Emmett
Creative Director:
Jason Bergeron
Creative Director:
Virgil Adams
Executive Vice President, Director, Content Production:
Laurie Irwin
Executive Producer:
Stacey Gizinski
Broadcast Business Manager:
Theresa Bland
Senior Talent Manager:
Jane Greening
Executive Vice President, Chief Integration Officer, Account Service:
Monica Tysell
Senior Vice President, Brand Leader:
Jim Vassallo
Vice President, Brand Leader:
Adina Sigler
Senior Account Executive:
Andrew Doyle
Assistant Account Executive:
Brittany Durham
Production:
HeLo
Director:
Kyle Ruddick
Producer:
Lawrence Lewis
Executive Producer:
Brendan Kierman
Post Production:
The Underground
Independent Editor:
Philip Owen
Producer:
Stacy Langdon
Executive Producer:
Chad Cooper
Chief Creative Officer/Co-Chief Executive Offier:
Rob Strasberg

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Project Type