The idea behind the project was rooted in our desire to stir nostalgia and celebrate the humble orange, a fruit deeply woven into the fabric of Cantonese tradition. In Hong Kong, oranges are more than just a snack or a simple gift—they symbolize luck, prosperity, and family togetherness. For generations, families have filled their homes with the bright, citrusy scent of oranges during Lunar New Year, weddings, and other festive occasions, believing that this simple fruit could bring about happiness and good fortune.

With that in mind, Sunkist wanted to create more than just an advertisement. The goal was to evoke personal memories, spark conversations, and reignite a sense of local pride. To achieve this, we devised a unique approach. Instead of telling people what oranges should mean to them, we invited a diverse group of Hong Kong locals—young and old, students and grandparents, artists and business owners—to participate in a social experiment.

The Process

Upon entering the studio, each participant was asked to pick a sealed box, unaware of what lay inside. Inside, we placed carefully chosen memorabilia from the 1990s: cassette tapes, Tamagotchi toys, hand-written letters, old photographs, and other trinkets that would transport them back in time. As they opened their boxes and interacted with these objects, laughter and fond recollections filled the room. Stories poured out—of childhood friends, favorite TV shows, family gatherings, and the unique quirks of growing up in Hong Kong during that era.

We captured these unscripted moments on film, letting the natural emotions and anecdotes unfold. It was remarkable to see how quickly the participants were swept into the past, with each memory connecting to another, weaving a rich tapestry of shared experience.

The final twist came when we swapped the memorabilia for oranges. As each person reopened their box and found the familiar, vibrant fruit inside, their reactions ranged from surprise to deep reflection. Many spoke of their mothers peeling oranges for them after school, or the comforting ritual of sharing oranges with relatives during holidays. Some recalled the symbolic meaning oranges held—how giving or receiving them was an unspoken gesture of care and hope.

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