For over 35 years, the iconic Carlo Rossi jug has represented simplicity, community, and a larger-than-life approach to good times. Our “Jug Simple” campaign communicated this philosophy to a new, urban & younger generation of people just as Carlo would have — by doing things, not just talking about them. At the heart of the campaign was an actual living room set of furniture made from empty Rossi wine jugs. Simple, functional, unique and inspiring, the “Jug Simple” furniture collection became a symbol for the character and attitude of the brand — and a launching pad for all the other campaign elements.

With his own MySpace page and a website featuring making-of videos, how-to-build instructions and online banner games like “Jugvaders”, Carlo Rossi introduced his furniture to the public. The campaign then went on a national tour to some of the country’s most unique festivals & parties: The Capitol Hill Block Party in Seattle, The Stitch Festival in Austin, The Fringe Festival in Minneapolis and the Tattoo Convention in Boston. Each event was supported by an integrated media campaign in targeted venues that captured the attitude of Rossi and invited people in through online, print, radio, outdoor, wild postings and guerilla media.