Role: Creative Director / Video Director
Chile's second largest winery, Viña San Pedro, had just created a wine designed for the U.S. Millennial consumer to round out their portfolio. In order for this new wine to have any chance of success, they would have to connect authentically with an audience skeptical of traditional marketing tactics.
Our solution was a fun and unpretentious 360-degree campaign that took the traditional communication points of wine and wine culture, and turned them on their head.
Additionally, Viña San Pedro needed to convince wine retailers that Epica was more than just another wine entering the crowded market.
We ran nontraditional print ads in Wine Spectator and Wine Enthusiast Magazines emphasizing a "live in the moment" spontaneous lifestyle.
A parallax-scrolling website featured a retailer locator, video content and deep social integration.
POINT OF SALE
We designed and created materials for retail outlets, including case graphics, neckhangers, shelftalkers and posters.
A critical customer insight was the importance our audience placed on sustainability, including recycling clothes.
In partnership with Brooklyn-based clothing brand Barnaby Jones, we produced a clothing-swap-party video to highlight sustainable options other than thrift-store shopping.
This "Thrift Pop Video" launched a social activation where we provided "party packs" that included a Poloroid camera, fun props and Epica wine to select members of our audience.
They then threw their own clothing swap parties. The resulting photos and videos where shared through both brand posts and user generated content.
A robust social publishing strategy focused on lifestyle content, including "lifestyle pairings" that reinforced Epica's brand positioning as fun and unpretentious.