Most Wanted Wines
Cultural Impact
Most Wanted Wines
Cultural Impact
Building Brand Stories For A Creative Audience
Objective
In 2021, MWW tasked Hyperactive with growing the brand amongst the next generation of wine drinkers by defining its authentic voice in culture.
Strategy
The brand’s mission to challenge the wine sector and the cultural spaces wine typically leans into. From this insight we identified art and music as the cultural touchpoints that would allow the brand to authentically reach their consumers and share their brand story of accessibility and representation.
Campaign
‘The Collective’ brings together a diverse group of artists, each year giving them wine labels as a canvas as a celebration of inclusivity. The result: special edition ranges, sparking conversations around diversity, gender, race and social and environmental issues. Hyperactive also engineered the brand’s presence at four leading London music festivals across two years, with multi-functional festival experiences to offer festival attendees the perfect backdrop to create unique content.
Insights + Strategy | Creative Concepting | Campaign Planning | Experience Design | IRL + URL Production | Social Content Creation | Talent Collaborations | Brand Partnerships | Media Relations
The Only 0.0 We Want The Only 0.0 We Want
Idris Elba ‘Knives Down’ Idris Elba ‘Knives Down’
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BBL CLB Interactive Rave BBL CLB Interactive Rave
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Maynard Bassetts Sweet Art Gallery Maynard Bassetts Sweet Art Gallery
