2024 Winner
BronzePoint-of-Purchase
Ampersand Estates
"Tomorrow's Vintage"
VML
"Tomorrow's Vintage"
VML
Ampersand Estates, a boutique winery in Western Australia, highlighted the impact of climate change on wine-growing regions by working with VML to launch “Tomorrow’s Vintage,” a unique initiative to raise awareness among wine lovers. The campaign highlighted how wine-growing areas were shrinking due to climate change, projecting significant reductions by 2040, 2080 and 2100. The concept behind “Tomorrow’s Vintage” was innovative: bottles of Shiraz were filled according to the projected remaining wine-growing regions by each year, with the 2040 vintage filled to only
86%, the 2080 vintage to 56%, and the 2100 vintage to 44%.
These partially-filled bottles sparked conversations at events, in-store displays and across social and PR. Full bottles of the 2021 vintage were sold at Dan Murphy’s, Australia’s largest liquor retailer, where customers could scan the bottles to sign a Conservation Agreement with the Wildlife Land Trust. The wine is now stocked in multiple Dan Murphy’s locations and the brand is in discussions for national rollout.
86%, the 2080 vintage to 56%, and the 2100 vintage to 44%.
These partially-filled bottles sparked conversations at events, in-store displays and across social and PR. Full bottles of the 2021 vintage were sold at Dan Murphy’s, Australia’s largest liquor retailer, where customers could scan the bottles to sign a Conservation Agreement with the Wildlife Land Trust. The wine is now stocked in multiple Dan Murphy’s locations and the brand is in discussions for national rollout.
Credits
Graham Lang, Chief Creative Officer, TAXI/VMLAllen Kwong, Executive Creative Director, TAXI/VML
Mike Richardson, Creative Director, TAXI/VML
Zachary Richman, Copywriter, TAXI/VML
Logan Franklin, Art Director, TAXI/VML
Sam Bullis, Head of Design, TAXI/VML
Logan Franklin, Designer, TAXI/VML
Nicole Nyholt, Designer, TAXI/VML
Kyle Simpson, Designer, TAXI/VML
Andrew O'Driscoll, Retouching, TAXI/VML
Henry Eugenio, Print Producer, TAXI/VML
Jin Yan, Designer, TAXI/VML
Heather Hyland, Producer, TAXI/VML
Tim Pelz, Producer, TAXI/VML
Alexandra Beals, Editor, TAXI/VML
Alec Hanham, Editor, TAXI/VML
Jessy Stark, Program Director, VML
Aaron Nilsen, PR and Communications Lead, TAXI/VML
Andrew Ahern, Group Strategy Director, TAXI/VML
Zac Kraemer, Director, Marketing & Communications, AUNZ, VML
Fort York VFX, Post Production
Erica Bourgault-Assaf, Executive Producer, Fort York VFX
Mike Bishop, Creative Director, Fort York VFX
Lucia Okeh, Web Developer, Freelance
Regina Garcia, Photography, Freelance
Corrie Scheepers, Owner, Ampersand Estates
Melissa Bell, Owner, Ampersand Estates
Ciara Madill, Commercial Lead, Ampersand Estates
Natasha Seymour, Marketing Lead, Ampersand Estates