CREATIVE STRATEGY
Collaborate with creative teams to generate concepts based on the brand’s story and positioning.
_Develop insight-driven ideas rooted in business objectives.
_Strategically connect business objectives with creative executions.
_Identify cultural shifts brand’s can authentically deliver against.
WORK
UNION WINE
Campaign +
New Category Creation
Ask: Challenge the somewhat complacent wine establishment.
Insight: Democratization of wine.
Concept: “Beerification” of wine inspiring the “Pinkies Down” campaign, promoting the production and launch of “wine in a can” - a disruptive positioning for Union Wine Co. against the perceived pretentiousness of wine drinking.