A Brand Story Rooted in Collective Memory

‍Throughout the vibrant tapestry of Hong Kong’s history, few brands have woven themselves so firmly into the fabric of local nostalgia as Sunkist, the iconic orange soft drink. Sunkist’s long-standing association with the city is not just the result of widespread popularity, but also a deep resonance with the collective memories of its people, many of whom grew up with the bright citrus taste as a recurring note in their everyday lives.

The desire to highlight this unique connection was at the heart of Sunkist’s latest campaign. Internal research had uncovered something remarkable: for many who had spent their childhoods in Hong Kong, the very flavor of oranges was inextricably linked to a sense of home and comfort. Survey responses revealed touching recollections—grandmothers, with gentle hands, peeling and slicing oranges for their grandchildren to enjoy after school, the sweet aroma lingering in the air as laughter echoed in humble apartments. These seemingly simple moments formed the cornerstone of a powerful, shared nostalgia that Sunkist wished to celebrate and amplify.

With this brief, Sunkist’s creative team set out to craft a campaign that would serve as a time capsule of Hong Kong’s collective memory. Drawing inspiration from a wide range of genres and eras, the creative approach was to conjure an evocative mix of the city’s past: beloved local foods, vintage trends, black-and-white celebrity photographs, and familiar street corners, each carefully selected to strike a chord with those who have called Hong Kong home. The storytelling wove these artifacts together through playful stop-start animation, bringing to life scenes that felt both timeless and intimately familiar.

Naturally, oranges—and Sunkist itself—were placed at the heart of the narrative, serving as the lens through which these memories were both remembered and reimagined. The campaign invited audiences to reflect on the small but meaningful rituals that define daily life and shape community identity. As each animated scene unfolded, Sunkist became more than just a beverage; it became a symbol of shared heritage and a bridge across generations.

The result was a campaign that not only delighted Sunkist but also struck a resonant note among Hong Kongers young and old, reaffirming the brand’s place as an enduring and cherished aspect of the city’s story.

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