Direct > Strategy

DON´T TOUCH MY LABEL!

WUNDERMAN BUENOS AIRES, Buenos Aires / DIAGEO / 2009

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Overview

Credits

OVERVIEW

Audience

The auction campaign “Art inside and outside” was a success; we also strengthened the relationship with our consumers and generated 25% sales increase.

ClientBriefOrObjective

Navarro Correas Argentinean wines are famous due to their quality and labels illustrated by well known local artists, who position wine as an art icon. Our client was going to carry out an art auction in all LATAM. The question was: How can we communicate the auction and at the same time, carry on strengthening the relationship with our consumers?

Execution

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.

Relevancy

Having an exceptional experience with the brand. These bottles were designed at events, restaurants and POS, becoming unique art pieces. Everyone was directed to the website for further information on the campaign.

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