Cannes Lions

Bordeaux 2050

McCANN PARIS, Clichy / AJE / 2018

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Overview

Description

To give people the real taste of global warming, we decided to launch a new wine: we created Bordeaux 2050. We partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050, if climate conditions don't improve. The result is a diminished, bitter, unpleasant taste that forces people to viscerally experience the future consequences of global warming. By appealing to reason through our most indulgent sense, the result is emotional and terrifying but ultimately inspiring. It takes just a few sips to make people understand clearly that Bordeaux 2050 is not just a wine: it's the symbol of our responsibility as human beings. If we don't insist on sustainable practices from our government, our industries and most importantly ourselves, the world heritage as we know it will be lost.

Execution

The first step was working with climatologists to gather weather data on the next thirty years. The second was partnering with oenologists and scientists to determine how that data effects wine made in Bordeaux. The third step was creating Bordeaux 2050 using grapes from parts of the world that are already exposed to those extreme conditions. The result was an inferior composition: 2-4 degrees heat waves diminished the aroma, drought gave a bitter and drier taste and devastating frost and hailstorms caused fruit wastage. The special vintage was launched in the Museum of Wine in Paris at an event gathering key decision makers: journalists, scientists, sommeliers as well as influential members of the French political elite. 400 bottles were sent to the major French climate skeptics. For the first time in history, they were forced to taste the negative effect of climate change, which they previously ignored.

Outcome

Bordeaux 2050 triggered a global conversation about the urgency to take action for the environment. It had a direct effect on government as well as public and private industry decision makers. Following the launch event, the French Association of Journalists for the Environment received support from the French Minister for the Environment and the Environmental Affairs Officer for the UN at Geneva. The association saw its funding by donations increase by 14%, its social media mentions by 27%. The launch generated 500 million organic impressions from outlets such as the Huffington Post, L'Express, Le Figaro, Franceinfo, and Science and Future. It received over 100 000 mentions on Facebook, Instagram and Twitter. A breakthrough moment happened when the growing social media conversation inciting key politicians and companies to reconsider their stance and commitment on climate change.

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7 Eurobest Awards
Bordeaux 2050

McCANN PARIS, Clichy

Bordeaux 2050

2018, AJE

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