Small Arctic Town Gets Artificial Sun

Juice brand Tropicana wanted to highlight the fact that it played an important role in the morning ritual of millions of Canadians, to coincide with the launch of its newest juice, Tropicana Essentials. In order to do this, Tropicana spent a month in Inuvik, one of the country's northernmost towns, during the coldest and darkest days of the winter. The 3,500 residents of the Arctic town in the Northwest Territories live without a sunrise for several weeks every winter. The lights were affixed to a 36-foot wide helium balloon which then rose and illuminated the town. The Tropicana Brand's 'sunrise' coincided with Inuvik's annual Sunrise Festival, which celebrates the return of sunlight after weeks of relative darkness.

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