Red Wine 101

The LCBO wanted to connect with, engage and empower less experienced wine drinkers. To do so, we created a light-hearted yet educational Red Wine campaign that played off the visceral connection between red wines and the emotional and sensual connotations they evoke: the fragrance of a rose, the juiciness of berries, the caress of silk. We like to think it was the overwhelming visual beauty of the materials that was responsible for a 7% lift in red wine sales (nearly doubling the client’s expectation). It might also have been the wine.