Updating a heritage brand for a new, younger audience
Client
Graffigna Wines
Graffigna Wines
Brief
Create a campaign to raise awareness and position Graffigna as the choice for young “urban adventurers,” while capitalizing on the brand’s Argentine heritage for summer grilling season.
Create a campaign to raise awareness and position Graffigna as the choice for young “urban adventurers,” while capitalizing on the brand’s Argentine heritage for summer grilling season.
Approach
Building on a key brand equity, the “G Effect,” we developed a 360 campaign centered not just on the narrow idea of grilling, but on a broader, more emotional story — good friends gathering on a perfect, unforgettable summer night. And, of course, the chance to win a Big Green Egg grill and an Argentine asado dinner for 8 from Goldbelly.com.
Building on a key brand equity, the “G Effect,” we developed a 360 campaign centered not just on the narrow idea of grilling, but on a broader, more emotional story — good friends gathering on a perfect, unforgettable summer night. And, of course, the chance to win a Big Green Egg grill and an Argentine asado dinner for 8 from Goldbelly.com.
Campaign Components
Digital advertising, custom video and photography, campaign microsite, sweepstakes, retail point-of-purchase (case card, poster, menu insert, bottle necker, table tent, shelf talker)
Digital advertising, custom video and photography, campaign microsite, sweepstakes, retail point-of-purchase (case card, poster, menu insert, bottle necker, table tent, shelf talker)
Results
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/cc83ac30-eafd-41de-8fd1-eb115d91b25f_rw_1920.png?h=92f6f30a4e03ce7ad639376351af9595)
My Role: Creative Director
campaign concept, video and photography concept and shoot direction, motion design, graphic design, team leadership
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/ac953b31-d295-4f96-aadc-6a4bc3961210_rw_1200.png?h=08516e1a330d416cbe92f670bf793ce8)
CAMPAIGN KEY VISUAL
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/902a3a25-c3e0-4570-87cd-7ba4e2cf198c_rw_1920.png?h=00d0f43700ab6c8c31a474e30aa9da8a)
DIGITAL ADS / SOCIAL POSTS
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/e698cbed-97f7-4421-b123-48a9a28a20ba_rw_1920.png?h=59056885c935e1de3a64a7ea89631036)
RETAIL POINT-OF-SALE SYSTEM INCLUDED BOTTLE NECKER, POSTER, CASE CARD, TABLE TENT, SHELF TALKER, AND MENU INSERT
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/d8eaf359-8898-4c91-bccb-41eaab9122b8_rw_1920.png?h=9a59488c0803a518f82c83687c50e979)
CAMPAIGN MICROSITE
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/866b862f-cc7c-4dfb-ae18-235239bed3c2_rw_1920.png?h=cba0a9dc3b00de225b4f09027198ebfe)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/f7ddc536-3eba-4b66-bd6d-639fe17c8e82_rw_1920.png?h=59f67514ee9e5ceffc2c9c2d5d757d99)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/6ff376ee-79ff-43e6-9e6a-2527e9114185_rw_1920.png?h=02b80d68fcd08559651bce5c2acaefbf)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/c7fc1e05-e6d5-4be0-a77e-f500ddd3b96f_rw_1920.png?h=d0d5a90e3a26e385335f0ef6dcb1a062)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/566075c7-4cab-42a4-a6f8-75250edd3c26_rw_1920.png?h=48b17a60ecba1c1f746b7cb5f7e4eaec)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/2b57d6ac-3590-4451-ab7f-f1de67d1a91b_rw_1920.png?h=8091a7dfb1de3c38a01940e86f2800e0)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/f603eeea-9431-4ba7-ad5b-2225b668c60f_rw_1920.png?h=b72054dcb19a1fa391e062dc0f175a9a)