Each billboard had 50 fabric, recyclable skins attached. Each skin was designed as a picnic blanket. When all the skins were taken, a refill cartridge of skins was installed. There were 11 different illustrations on picnic themes, by international illustrators.

Multiple panels installed in different locations around Paris during a week in Summer. Media was only booked in panels in and around parks.

-The majority of picnic blankets distributed were not recycled, but kept for future use.

-Increased name recognition for the Fruits&Wine brand.

-Increased interest from distributors.

-Enthusiastic reaction on social media.

We created billboards that distributed picnic blankets. People who liked the billboard were encouraged to tear off one of the 50 billboard skins and eat their picnic on it.

We built a brand territory around picnics. Those moments between friends where nothing is taken too seriously, matching our product, which is more about good times than fancy wine. Our billboards were located in and around parks in Paris. We were targeting people who were taking advantage of the good weather to have a picnic.

We were launching Fruits and Wine, a range of fruit flavoured, low alcohol wines. This isn’t a product for wine snobs. It’s much more fun than that! It’s for people who enjoy being spontaneous, and are looking for something cold and affordable to drink with friends, at any time of the day. We didn’t have a big budget for the launch. But we wanted to have a big impact. So the objective was to create an idea that would get people talking, and live on beyond its media appearance. We wanted to show, by literally using picnic blankets as our media, that Fruits and Wine could be at the heart of every picnic.