Ruinart Film, Design & Branding Anamorphose by DigitasLBi

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Industry Wine & Champagne
Media Film, Design & Branding
Market France
Agency DigitasLBi
Director Stephane Le Flohic
Executive Creative Director Laurent Nuyen
Creative Director Jean-François Ziegelmeyer
Released September 2016


One Show 2017
Design Innovation In Design: Motion Graphics Bronze

Credits & Description

Title: Anamorphosis
Agency: Digitaslbi France / Paris
Client: Ruinart
Category: Beverages - Alcoholic Drinks
Creative Director: Jean-François Ziegelmeyer
Director: Stephane Le Flohic
Creative Technologist: Julien Terraz
Executive Creative Director: Laurent Nuyen
Brand: Ruinart
Corporate Name of Client: Ruinart
Client Marketing Director: Cécile Riffaud
Marketing Company: DigitasLBi, Paris
Agency Account Director: Stephane Le Flohic
Agency: DigitasLBi, Paris
Executive Creative Director: Laurent Nuyen
Creative Director: Jean-François Ziegelmeyer
Creative Technologist: Stephane Allary
Head of Labs: Julien Terraz
Animator: DigitasLBi Paris
Ruinart, the first established House of Champagne, lacks of visibility and awareness compared to its main competitors in key countries. The main objective was to raise the awareness of Ruinart in pop up stores and art fairs, and to leverage a modern and fresh storytelling around the brand. The brief was to create an interactive experience for the first time, sublimating the bottle of Blanc de Blanc, while illustrating the involvement of Maison Ruinart in contemporary art.
We came up with an intriguing concept to be used as a traffic stopper in premium shops and airports, but also in art fairs and other premium events. To do so, we have collaborated with an artist, Ugo Gattoni, to reinvent the Ruinart story and its savoir-faire in an artistic way. The animation movie is showcased on an anamorphosis installation where a custom-made mirror bottle becomes the media.
By putting the spotlight on the iconic Ruinart bottle as a field of expression at the heart of an art installation, we have managed to use this installation to trigger interest of potential customers, while providing them with a story around the brand and its universe. This concept is currently rolled-out on the key Ruinart markets.
Ugo Gattoni is an artist and art director, whose surreal and exquisitely detailed portraits, depictions of cityscapes, and strange, otherworldly objects and artefacts are renowned worldwide for their unparalleled level of skill. Working predominantly with graphite or ink, Ugo’s work is a whirlwind of minute details, dreamlike characters and typography. Working on Ruinart, he managed to reinvent the storytelling of the Maison around 3 complementary chapters - The vineyards - The House - The cellar To strengthen the link with the product, we came up with this idea of showcasing this video through an anamorphosis installation, where the iconic bottle became the media. To do so, we have developed a qualitative stand-alone display, where visitors could discover different views of the movie based on their placement around the table.
Thanks to this installation, we have managed to generate - A very good perception of Ruinart among key clients and distributors - A strong raise of awareness and sales in all pop-up stores where this installation has been implemented Last but not least, this anamorphosis installation has been perceived as a real piece of art in art fairs such as Art Basel, where Ruinart is not only seen as the official Champagne brand but as a real exhibitor.