Minute Maid’s new billboards help you get your daily dose of Vitamin D

USA:

Orange juice brand Minute Maid is pushing its vitamin D content in this clever OOH campaign that relies on nature to do the talking. The medium becomes the message as three separate activations have popped up in cities across the US.

The Open Billboard: Allows sunlight to shine directly through, removing a shadow that the billboard would otherwise have cast.

The Reflective Billboard: Reflected sunlight down to street level, redirecting sunlight into the area buildings will have blocked.

The Extended Shelter: A redesigned Bus Shelter, with a seat at the end which allows passengers to sit in the sunlight while waiting for the bus.