Gallo Promo, Case study BAREFOOT WEDDING CAKE by BBDO West

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency BBDO West
Executive Creative Director Jim Lesser
Art Director Claudia Reyes, Erin Butner
Released June 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: GALLO
Product/Service: BAREFOOT WINE
Date of First Appearance: Jun 27 2009 12:00AM
Entrant Company: BBDO WEST, San Francisco, USA
Executive Creative Director: Jim Lesser (BBDO West San Francisco)
Executive Creative Director/Copywriter: Jon Soto (BBDO West San Francisco)
Art Director: Claudia Reyes (BBDO West San Francisco)
Art Director: Erin Butner (BBDO West San Francisco)
Media placement: Wedding Cake Playhouse - At the San Francisco Gay Pride Parade - 27/6/2009

Results and Effectiveness
The event generated tons of tweets, Facebook wall comments and blog entries. More importantly Barefoot got to give something back to a community that has always embraced them • Over 900 image downloads from the website post-event • Over 1,000 visits to the website

Creative Execution
Barefoot Wine and Bubbly created a custom-made 20’x40’ inflatable cake which made its debut in the San Francisco Pride Celebration in June. The concept was built around a universal symbol: the figures atop a wedding cake. But ours was pumped up to literally monumental proportions. We gave consumers the opportunity to stand proud on top of a 40ft wedding cake to demonstrate their commitment to their partners and the fight for equality - it gave them the chance to toast the cause and toast each other. Right in front of City Hall. Couples at the event were encouraged to climb to the top to become the bride and bride or groom and groom of their own wedding photo. The images taken were hosted on a virtual wedding album on the Barefoot website and close to a thousand images of personalised content were downloaded by the revellers.

Insights, Strategy & the Idea
Barefoot Cellars has a 20-year history of support for the LGBTQ community. In 2009 Barefoot became the fastest growing wine brand in the world and was receiving huge success among the mass audience. The rapid growth of the brand was alienating core loyalists. The agency had to find a way to reconnect with gay and lesbian consumers in way that was truly meaningful. In 2009, Proposition 8 was proposed to California voters. If passed, this controversial measure would rescind the right of same sex couples to marry. For Barefoot wines it was the perfect time to act. At the San Francisco Gay Pride Parade, we not only demonstrated our support for same-sex marriage, but also allowed the estimated million spectators to demonstrate theirs. In the spirit of Barefoot’s inclusive and accepting nature, the brand created a celebration of unity despite our differences, our beliefs and our borders.