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W+K London Fills Shoreditch Hole With Lucky Juice Giant Fruit Machine

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Agency vents fresh juice frustration with fun pot-luck juice bar

W+K London Fills Shoreditch Hole With Lucky Juice Giant Fruit Machine

Juice bars have been popping up all over the city in recent years, but one of London’s most vibrant areas seems to have missed the fruit party train. Shoreditch’s fresh juice scene is mighty quiet in comparison to Soho’s, and this fact has come to the attention of two juice craving creatives at London advertising agency Wieden+Kennedy. Enter Laurie Howell and Toby Treyer-Evans, who have worked on campaigns for many of W+K’s clients including Honda and D&AD. With summer on the horizon, the pair have taken matters into their own hands by creating a giant game that lets luck decide the ingredient of you juice - transporting one of South London's hottest spots Ali Baba Juice + Matcha from Peckham’s Rye Lane to the agency’s own E1 postcode.

Lucky Juice, which launches on Wednesday 16th April, is a fresh take on the pop up concept. The Lucky Juice machine will dispense special blends to passers by via a colourful game of chance. Visitors simply insert 3 x £1 coins into the machine (conceived by Treyer-Evans and Howell with graphics by Sam Coldy, animations by Hans Lo and photography/film by Oskar Proctor) in exchange for a spin. Every spin is a winner, but luck will decide the fresh and fruity results – animated spinning wheels pick a combination of three sometimes surprising ingredients – which are hand delivered through the window in a glass bottle. 

The Ali Baba Juice +Matcha crew are powering Lucky Juice. They will open up shop in the agency's 16 Hanbury Street office window space for three weeks, where they’ll be juicing their amazing concoctions daily and delivering them to the public with a playful twist in the arcade-inspired fruit machine. The Lucky Juice machine will be open from 9am-5pm 7 days a week, from 17th April to 9th May.

With visuals inspired by fruit machine imagery, the installation puts a fun new spin on making a healthy choice. All juices are made from 100% natural ingredients and blended fresh at the Shoreditch location each day. Fans can share the juicy fun by tagging @wkluckyjuice on Instagram and Twitter, and highlights during the pop up will be posted on a dedicated Tumblr hosted here

Howell and Treyer-Evans say of their inspiration, “Round here, just like gambling, buying a juice can cost you your life’s savings. So we wanted to make the addiction healthy by creating a fruit machine that, for a few quid, makes getting seriously good juice a big game of chance - pushing people’s taste buds and giving them something to talk about. Our pals Lady Luck and Ali Baba Juice +Matcha couldn’t have been better companions…  ” 

Chris Abitbol and Sienna Murdoch of Ali Baba Juice comment, “We're so stoked to be collaborating with W+K as we share a vision of fun and flavourful juice vibes - not just health, cleansing and alkalise - yadda yadda. The idea of fruity gambling paired with Sam's rad illustrations totally hit the nail on the head.”



Credits

Juice: Ali Baba Juice + Matcha

Design + Illustration: Sam Coldy

Sound Design: Wave

Animation: Hans Lo

Photography + Film: Oskar Proctor

Wieden+Kennedy: Toby Treyer-Evans, Laurie Howell, Laura Barker


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Categories: Soft Drinks, Fruit Juices

Wieden+Kennedy London, Thu, 17 Apr 2014 17:05:40 GMT