#OCCUPY INDUSTRIAL WINE! by Jung Von Matt/Donau Vienna for Gut Oggau

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#OCCUPY INDUSTRIAL WINE!

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Industry Wine & Champagne
Media Design & Branding
Market Austria
Agency Jung Von Matt/Donau Vienna
Copywriter Andreas Putz
Account Supervisor Judith Zingerle
Illustrator Georg Feichtinger
Released December 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: GUT OGGAU
Product/Service: BIO-DYNAMIC WINE
Agency: JUNG von MATT/DONAU
Chief Creative Officer: Andreas Putz (Jung Von Matt/Donau)
Executive Creative Director: Georg Feichtinger (Jung Von Matt/Donau)
Art Director: Georg Feichtinger (Jung Von Matt/Donau)
Illustrator: Georg Feichtinger (Jung Von Matt/Donau)
Copywriter: Andreas Putz (Jung Von Matt/Donau)
Graphics: Linus Baumschlager (Jung Von Matt/Donau)
Account Supervisor: Judith Zingerle (Jung Von Matt/Donau)
Account Manager: Patrizia Exenberger (Jung Von Matt/Donau)
Media placement: Wine Labels - Wine Fairs, Wine Shops, Gut Oggau - December 1, 2011

Describe the brief from the client
Gut Oggau is a well-known Austrian wine-growing estate that produces wine in harmony with nature, and is thereby strictly following DEMETER rules. We were asked to design wine labels for these wines.

Describe the challenges and key objectives
To draw attention to this fact, we disguised these well-known portraits with removable 'Occupy' mask stickers. On the back of the stickers an explanation of the action can be found. The stickers were used on Gut Oggau wine bottles and sold in selected wine shops, in the Gut Oggau wine boxes and on wine fairs.
(The text on the back of the sticker reads as follows:)
'Our wines stand for our attitude towards life: they are a statement against industrial and profit-orientated produced wine without a soul.
Gut Oggau produces wine in harmony with nature by following the strict DEMETER rules. For more information see: www.gutoggau.com'.

Describe how you arrived at the final design
In 2011, the Occupy Wallstreet movement caused worldwide attention. We used the basic idea of this movement to demonstrate our 'protest' against industrial wine, and designed 'Occupy' mask stickers.

Give some indication of how successful the outcome was in the market
The client was delighted by our creative idea, which was actually only a side aspect of our creative strategy. The client urged for an immediate implementation of the idea in response to this trend.
The design will be continued until 2013.