Last night at the 18th Annual Shorty Awards, our work with Sunkist Growers earned top honors in the Local Campaign and Art Direction categories.
The Shorty Awards are one of the industry’s most competitive benchmarks for digital and social excellence. Judged by leaders from companies like Google, Amazon, Meta, and the NFL, they recognize work that raises the bar for creativity, strategy, and real-world impact.
Our campaign, See the Sublemonal, did exactly that.
A Different Way to Drive Demand
Lemons were losing relevance. After the pandemic, demand for garnishes declined, impacting restaurant partners and overall sales.Instead of reminding people that lemons exist, we set out to make them impossible to ignore.
Turning Lemons Into a Conspiracy
We created the Lemon Order, known (to no one) as the L.M.N.O., a fictional underground society devoted to restoring lemons to their rightful place in culture. The campaign blurred the line between advertising and intrigue. There was no obvious branding and no clear explanation, just a growing sense that something unusual was happening.
Built to Spark Curiosity
We launched in Denver and let the idea unfold in the real world:
• Digital billboards and interactive kiosks drove memorable impressions
• Brand ambassadors distributed 5,000 lemons and cryptic materials
• A coordinated stunt at a Rockies game sparked real-time speculation
• Influencers and social content turned curiosity into conversation
People didn’t just see the campaign. They tried to figure it out.
Results That Delivered
In six weeks, See the Sublemonal generated outstanding marketing results but most importantly, it drove a 29% increase in lemon purchases from restaurant partners.
Why It Matters
This work succeeded because it didn’t interrupt. It invited participation. It proved that when we create something worth engaging with, people lean in, share it, and act on it.
Sometimes, all it takes is a little mystery.
And a lot of lemons.