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

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Industry Wine & Champagne
Media Print, Magazine & Newspaper
Market Austria
Agency Jung Von Matt/Donau Vienna
Account Supervisor Judith Zingerle
Illustrator Georg Feichtinger
Released December 2011

Credits & Description

Category: Alcoholic Drinks
Advertiser: GUT OGGAU
Product/Service: BIO-DYNAMIC WINE
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)
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: freecards, posters, labels, mailng - freecards, posters, labels, mailng - December 1, 2011

Describe the objective of the promotion.
The objective was a promotion for the wine estate Gut Oggau. Quite on the contrary to industrial wine, Gut Oggau produces wine biodynamically and in harmony with nature. Each wine has its own history and character, which is emphasised by the portraits on the label.

Describe how the promotion developed from concept to implementation.
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 in mailings, on posters, freecards as well as on Gut Oggau wine bottles in selected wine shops.
(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:

Explain why the method of promotion was most relevant to the product or service.
In 2011,the Occupy Wallstreet movement caused worldwide attention. We used the basic idea of this movement to demonstrate our 'protest' against industrial wine.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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 to respond to this trend.
The promotion will be continued until 2013.