Write a short summary of what happens in the ambient or digital execution or campaign.

Sunkist brings ‘what’s real’ to Seoul millennials with a visually enticing ‘Welcome to the Grove’ experience zone that emulates a Californian grove in the busy city of Seoul to encourage face-to-face interactions. The Story, Photo, VR, and Experience zones engaged all 5 senses, allowing participants to learn about Sunkist, take photos against an orange tree, see the Californian grove live using VR, and play with citrus-related board games. There was even a pâtissier influencer-led cooking class who demonstrated how to make lemon tarts and shared the dish with participants. Sunkist’s grove-inspired ‘Real Talk and Citrus Café’ visited audiences around Seoul and presented citrus dishes, enabling a wider audience to experience a ‘real’ refreshing moment in their daily lives. The moving café owner conversed with consumers, suggesting therapeutic citrus-based dishes for them to enjoy. We also launched a social event and encouraged people to post their experience on social media.

Cultural/Context information for the jury

Korean millennials suffer from the feeling of emptiness brought on by their hyper-connected, yet inauthentic online relationships. Exhausted from the hollowness of the digital world, they search for what’s real – real talk, real food, real experience. Through our ‘Share What’s Real’ campaign, Sunkist aims to alleviate this meaninglessness they experience in their daily lives by encouraging face-to-face communication and engagement. With its interactive ‘Welcome to the Grove’ experience zone and moving ‘Real Talk and Citrus Café,’ Sunkist brings people together to enjoy a therapeutic citrus break while suggesting a way to share what’s real with others.