Cannes Lions

LABEL GAP

DEPOT WPF, Moscow / Y&R / 2014

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Overview

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Overview

Description

The category of premium wines is overflowed with different products and a lot of common wines' producers also try to make their products premium-looking. For the consumer it appears to be difficult to make the right choice.

Execution

We tend to see the most obvious things, neglecting the essence. We choose wine looking at its bottle and label. However the most unremarkable bottle can contain the most exquisite drink.

We suggested to place the wine trademark not on the paper label as it's usually done, but to use the contra form between the labels. Moving the bottle front from the labels to the gap between them, we stressed that the content is more important than the form. However… who said that the form in this case don't need to be perfect?

Outcome

The wine has just appeared in the stores, agreements with several distributors are signed.

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