French Association of Journalists for the Environment (AJE) DM, Design & Branding Bordeaux 2050, 1 by McCann Paris

Bordeaux 2050, 1

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Industry Environmental & Animal Issues
Media Direct marketing, Design & Branding
Market France
Agency McCann Paris
Executive Creative Director Adrian Botan, Riccardo Fregoso, Julien Chiapolini
Creative Director Sébastien Boutebel, Guy Lewis Ogilvy
Art Director Mateo Fernández, Clara Bazin-Vinson, Adrien Lavayssiere
Senior Art Director Cesar Garcia
Copywriter Claire Pages
Senior Copywriter Julio Alvarez
Production Les Improductibles
Director Alexandre Tissot
Released April 2018

Credits & Description

Brand: French Association of Journalists for the Environment (AJE)
Agency: McCann Paris
Global Executive Creative Director: Adrian Botan
Executive Creative Directors: Riccardo Fregoso, Julien Chiapolini
Creative Directors: Sébastien Boutebel, Guy Lewis
Senior Art Director: Cesar Garcia
Senior Copywriter: Julio Alvarez
Art Directors: Mateo Fernandez, Clara Bazin-Vinson, Adrien Lavayssière
Copywriter: Claire Pagès
Creative Excellence Manager Europe: Carmen Bistrian
Creative Excellence Manager Paris: Esmée Khoujlani
CEO: Bruno Tallent
VP, Global Business Leader: Cédric Vanhoutte
Deputy General Manager in charge of Strategy: Erik Bertin
Strategic Planner: Palmyre Betremieux
Head of TV: Lionel Courtiaud
TV Producer: Matthieu Tombarelle
Motion designer: Valentin Audubon
PR Agency: Weber Shandwick Paris
Executive Vice President: Arnaud Pochebonne
Senior Vice President: Eloi Asseline
Account Directors: Emilie Barrail
Senior Associate: Cécile Pochard
Event Agency: M’ Stories
CEO: Véronique Moulin
Account Director: Gilles Beaujean
Production: Les Improductibles
Director: Alexandre Tissot
Assistant Director: Axel Balakrishnan
Producers: Aurélie Chevalier & Romain Manson
Editor: Thomas Beard
Color Grading: Clara Amoureux
Sound: Studio Grande Armée
Wine Laboratory: Excell
CEO: Pascal Chatonnet
Client: AJE (Association of the Journalists for the Environment)
President: Valéry Laramée de Tannenberg
Senior Member: Yves Leers
Published: April 2018
We hear climate change, we read about climate change, and now we get to taste it.
According to the United Nations Climate Change Conference of Paris (COP21), by 2050, the Bordeaux wine region in France will suffer from severe climate conditions: a rise of 2 to 4 °C in temperature, exceptional hailstorms and flooding, and intense drought. All this can destroy the land and one of France’s most precious legacies: Bordeaux wine.
French Association of Journalists for the Environment (AJE) wanted to transform this data into something real and tangible. Partnering with researchers, scientists and journalists, the AJE used climate projection for the next 30 years to create a wine that simulates the exact taste of a Bordeaux grown in the future: BORDEAUX 2050.
With the help of the Laboratory Excell, based in Merignac, at the heart of the Bordeaux wine region, the AJE created a type of wine on an experimental basis, by assembling red wines from two grape varieties typical of the Bordeaux region, Merlot and Cabernet Sauvignon, produced nowadays under more Southern latitudes (Languedoc-Roussillon, Tunisia and the Mediterranean Basin).