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Advertising campaign for a Valencian design contest

The image of the event refers to the process of producing an orange juice .
I has resorted to this cliché , because the viewer when see oranges will associate it with Valencian city.
The reason to illustrate this process that everyone knows, try to attract people to wonder what is the point .
In the rhetoric of the image, this metaphor refers to the process of creation of any project, how its an image for a creation contest, all work presented in this event has gone through a development process.

Starting with the main concept (orange) and ending with the result (juice).