After the success of our previous Christmas campaign for Rauch, the brand approached us again to develop a spring activation for their Happy Day product line. The client asked for a creative CGI-based campaign that visually represents freshness and fits the seasonal theme of spring.

Rauch also mentioned the importance of their rooftop partner locations, which became a central element of the concept. Based on this input, we developed the full creative direction and storytelling.

The scene begins at a rooftop bar in Vienna, where a bartender prepares a cocktail using Happy Day fruits. As the bartender opens the container, an unexpected moment happens: fresh fruits start overflowing from the container, symbolizing the extreme freshness of the product.

The camera then transitions into a drone shot, slowly pulling back to reveal the entire rooftop bar. As the camera moves away, the environment transforms into a lush fruit jungle. Vines grow across the rooftop, oversized fruits appear throughout the scene, and nature begins to take over the urban space.

In a second moment, the transformation expands into Vienna’s inner city, where vines and large fruits grow across the buildings, reinforcing the visual story that Happy Day juice is made from incredibly fresh fruit.

The result is a vibrant and imaginative CGI activation, designed to capture attention on social media while communicating the core brand message: Rauch Happy Day stands for natural freshness.