CHARLES SMITH WINES BRAND CAMPAIGNS : writer & CD
Few brands are as unique to their category as Charles Smith is to wine, so I couldn’t wait to help create their first-ever 360 campaign. I presented 6 unique brand platforms with multiple creative executions to our clients at Constellation Brands International. A week later, Gallo bought 30 labels from Constellation for $800M, and POOF! Just like that, the entire Charles Smith project was gone. No one ever said the ad business was fair, right? But this work reflects some of best brand thinking I’ve ever been a part of, and I’ve highlighted some of it below. Or if you like, you can skim a pdf of the full presentation as well.
PLATFORM: Indie, Indeed.
Tagline & Key Art
Strategically Placed Digital Ad
Website Home Page Main Image
Spotify Playlist
PLATFORM: Great Wine is Black and White
Tagline & Key Art
Social Campaign of Black and White Rules
Point of Sale
PLATFORM: Wine with a Spine
Tagline & Key Art
PLATFORM: Direct. From Washington
Tagline & Key Art
The brand manifesto that encompassed all the platforms:
