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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.

3 Years
8 Artists
3 Podcasts
1.5m Reach
1 Lockdown Gospeloke Party
5 Superfans
+1m Views
2 Festivals (Per Year)
735,000 Event Attendees (Per Year)
+1,250 Images Shared (Per Year)
+16,000 Items Sold (Per Year)
+£95,000 Net Profit (Per Year)

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 The Only 0.0 We Want

Idris Elba ‘Knives Down’

Idris Elba ‘Knives Down’ Idris Elba ‘Knives Down’

Take A Time Out London!

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Most Wanted Wines Summer of Festivals

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Nakheel x Harrods Pop Up

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Grey Goose Season Of Spritz

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17 Cosmetics Launch Campaign

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Kylie Cosmetics Seasonal Launches

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Boots Gen Z Consumer Strategy

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Adidas Empower Station

Adidas Empower Station Adidas Empower Station

Adidas Support Is Everything

Adidas Support Is Everything Adidas Support Is Everything

BBL CLB Interactive Rave

BBL CLB Interactive Rave BBL CLB Interactive Rave

Weezy Expansion

Weezy Expansion Weezy Expansion

Vodafone Festival Of Speed

Vodafone Festival Of Speed Vodafone Festival Of Speed

Adidas Superstar 50

Adidas Superstar 50 Adidas Superstar 50

Reebok Zig Kinetica

Reebok Zig Kinetica Reebok Zig Kinetica

ASICS Win The Long Run

ASICS Win The Long Run ASICS Win The Long Run

Hunter x Glastonbury

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Blu Myblu Launch

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Beats By Dre x Anthony Joshua

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TAG Heuer x Premier League

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Maynard Bassetts Sweet Art Gallery

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Carlsberg ‘Off The Grid’ Pub

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The Hype The Hype

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