Cannes Lions

NEDERGURG/INGENUITY WINES

NET#WORK BBDO CAPE TOWN / DISTELL / 2009

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Execution

We ran a sliver of an ad along the spine of each Wine magazine, each month, for a full year. When stacked in sequence, the spines reveal the new Nederburg wine. It takes a whole year to get the message, but then the wine wasn’t made in a hurry either.

Outcome

Although the Ingenuity range is a small and limited one, uptake was incredibly effective, the range sold out 100% within the second quarter of 2008, and an additional back-order for 2010 filled to capacity.

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