Nature, with its immense power, has inspired people from the beginning of time, and Amita, Greece’s leading juice brand, is no stranger to this concept. Today, however, society is estimated to spend 83% of our lifetime disconnected from the natural world—the same world we bring into our homes, our textiles, our stories, and our dreams, and the same world that ultimately fuels our mental health.
This simple fact led Amita to redefine its positioning as a brand and embrace a bigger purpose: to invite humanity to uncover the world outside and savor every moment in nature. Using a world-famous song that raises everyone’s spirits, the brand juxtaposes its lyrics to snapshots of modern life. But this is not a sad story—the “happy ending” is clear as daylight, and it’s right outside our doorstep
This simple fact led Amita to redefine its positioning as a brand and embrace a bigger purpose: to invite humanity to uncover the world outside and savor every moment in nature. Using a world-famous song that raises everyone’s spirits, the brand juxtaposes its lyrics to snapshots of modern life. But this is not a sad story—the “happy ending” is clear as daylight, and it’s right outside our doorstep
Client: Coca Cola 3C Greece
Agency: McCann Worldgroup Greece
ECD: Aleka Papadia
Creative Director: Panos Pagonis
Art Directors: Michalis Alexiou / Konstantinos Tsagkakos / Vivian Kalomoiri
Copywriter: Despina Karakosta
