Cannes Lions

WINE

WUNDERMAN BUENOS AIRES, Buenos Aires / DIAGEO / 2009

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Overview

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Credits

Overview

Description

Navarro Correas Argentinean wines are famous due to their quality and labels illustrated by well known local artists, positioning our wine as an art icon. Our client was going to carry out an art auction in all LATAM. The question was: how can we generate PR for the auction?

The solution was an approach to art. To achieve this, we proposed something inconceivable to the brand: remove its famous art work from the labels. (What!?) So we can give consumers and artists the chance to create their own masterpieces, thus having an exceptional experience with the brand. These bottles were designed at events, restaurants and POP, becoming unique art pieces.

The auction & the campaign “Art inside and outside” was a success, with great press coverage, Word of mouth and a 25% sales increase.

Execution

We gave consumers and artists the chance to create their own masterpieces, thus having an exceptional experience with the brand. These bottles were designed at events, restaurants and POP, becoming unique art pieces.

Outcome

The auction & the campaign “Art inside and outside” was a success, with great press coverage, Word of mouth and a 25% sales increase.

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