So the “Take the Leap” campaign thus follows a deer through three worlds (or artistic styles), from black and white to colorful and whimsical. The first, a scratching style, was done by Joanna Lisowiec, the second by the duo known as Rezonate and the third and final dive into color with the work of Nick Liefhebber.
Evans said they worked with a New York agency to reduce the artists on this project, but ultimately decided on creators who clearly “felt connected to the deer.” The summary was relatively inaccurate; the only parameters are those needed to focus on the iconic deer and fit into the winery’s history.
“We didn’t want to restrict anyone’s creativity,” Evans said. “We worked to make sure we allowed creatives to do the best job possible … and we created something fun for our consumers, and in the case of luxury wine, that’s been missing.”
Augmented-world interactive worlds are certainly not something first-time winemakers could imagine in their future, but Evans and his team are proud to present innovative messages across multiple platforms. In addition to scanning QR codes, consumers can also participate in the campaign through advertisements for Hulu, social media, and its online “Explorer Quiz.”
“We certainly believe there is a big part of the industry based on tradition, which is fantastic, but we also want to reach new consumers,” Evans said. “We want to be bold and one of our views is that we want to make wine accessible without ceasing to be a leader in wine.”