Overview
A once-in-a-lifetime event. A perfectly banana-shaped idea.
For the August 2017 eclipse, Chiquita claimed responsibility for turning the sun into a banana. The campaign brought that absurd premise to life through film, print, digital experiences and a New York viewing event.
I worked across the campaign’s digital, social, print and experiential design, translating the idea into a consistent visual system.
2018 ANDY Awards · Gold · IDEA ↗A crescent sun, the blue Chiquita sticker and bold yellow typography made the joke instantly recognizable—from the eclipse map to the full-page New York Times ad.
The website gave the announcement a home, with a countdown, viewing information and answers to frequently asked Banana Sun questions.
A Messenger bot helped people find their local viewing time.
A Funny or Die livestream, Snapchat filter, branded viewing glasses and a 50-foot glowing banana brought the campaign into eclipse day.
Original award-entry board · Click to enlarge.
Campaign impact
- Video views
- 50M+
- Earned media impressions
- 372M
- Social shares
- 179K
- Return on media investment
- 666%
Campaign-reported results from the original submission board.
Credits
- Creative / Design Directors
- Mike Weihs, Mike Egan, Jarrod Higgins
- Creatives
- Kate Digilio, Becca Wadlinger
- Creative / Design Management
- Simone Takasaki
- Design
- Julia Perry, Eric Reigert, Sarah Hollowood, Dee Mahon
- Initial lockup / eclipse graphics
- Julia Perry
- Film Direction
- Fatal Farm
- Interactive Production
- UNIT9
- Installation / Print Production
- Stacie Balzer
