On January 8, Tropicana brought sunlight to Inuvik in Canada's Northwest Territories which doesn't see any sun for months at a time. A helium balloon emitting 100,000 lumens was lit and floated above the town.
The event has turned into a campaign entitled Brighter Mornings or Brighter Days which will launch[ed] after the Olympic Closing Ceremonies. The campaign will touts the brand's new Tropicana Essentials Orange Juice.
BBDO Toronto cretad the campaign and the spot, "Artic Sun", was directed by Samir Mallal via Film Group, Vancouver and Radke Film Group, Toronto.
(The song is "Great Escape" by Patrick Watson)