Bringing a brand’s core values to life
Client
GatoNegro Wine
GatoNegro Wine
Brief
GatoNegro is marketed to the young-at-heart who enjoy the simple pleasures of life and want flavorful, drinkable, uncomplicated wines. The task was to create a brand awareness campaign activating one of GatoNegro’s core brand values — a commitment to celebrating inclusivity and the LGBTQ+ community.
GatoNegro is marketed to the young-at-heart who enjoy the simple pleasures of life and want flavorful, drinkable, uncomplicated wines. The task was to create a brand awareness campaign activating one of GatoNegro’s core brand values — a commitment to celebrating inclusivity and the LGBTQ+ community.
Approach
Inspired by fashion as a mode of self-expression, I led my team in creating a 360˚ campaign that offered the chance to win a “purrrfect” $5,000 wardrobe glow up and consultation with a personal wardrobe stylist. The campaign culminated in an event sponsorship at the Bath & Body Werk Pool Party in NYC, featuring custom GatoNegro cocktails and a branded selfie mirror station.
Inspired by fashion as a mode of self-expression, I led my team in creating a 360˚ campaign that offered the chance to win a “purrrfect” $5,000 wardrobe glow up and consultation with a personal wardrobe stylist. The campaign culminated in an event sponsorship at the Bath & Body Werk Pool Party in NYC, featuring custom GatoNegro cocktails and a branded selfie mirror station.
Campaign Components
Digital advertising, custom video and photography, campaign microsite, sweepstakes, event sponsorship, selfie mirror, retail point-of-purchase (case card, poster, menu insert, bottle necker, table tent, shelf talker)
Digital advertising, custom video and photography, campaign microsite, sweepstakes, event sponsorship, selfie mirror, retail point-of-purchase (case card, poster, menu insert, bottle necker, table tent, shelf talker)
Results
Impressive reach and engagement numbers that went far beyond the client’s expectations — we reached 10 million new users on Instagram alone, for a 1,300% increase.
Impressive reach and engagement numbers that went far beyond the client’s expectations — we reached 10 million new users on Instagram alone, for a 1,300% increase.
My Role: Creative Director
campaign concept, video and photography concept and shoot direction, motion design, graphic design, team leadership
CAMPAIGN KEY VISUAL
DIGITAL ADS / SOCIAL POSTS
RETAIL POINT-OF-SALE SYSTEM INCLUDED BOTTLE NECKER, POSTER, CASE CARD, TABLE TENT, SHELF TALKER, AND MENU INSERT
CAMPAIGN MICROSITE
The Event: Bath & Body Werk, Pride NYC
