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When it comes to the wine industry, we tend to see the same advertising tropes. Sunsets and vineyards. Grapes and oak barrels. A winemaker swirling a glass while taking in the tasting notes. 

INTRINSIC Wine Co. one of the newest brands a part of the Ste. Michelle Wine Estates portfolio, wants to challenge that status quo, as a “new wine made for a new time.” 

That challenger mentality is centre stage in the brand’s first major integrated campaign created in partnership with Team One, which just launched and aptly introduces the brand’s new tagline and platform, “Challenge Everything.”

The look and feel of the new campaign brings that motto to life; with unapologetic headlines like “Subtle Notes of Not Being Subtle” and “Wine Blue Bloods Needed New Blood” appearing throughout the creative and the use of photography to depict traditional wine conventions being torn apart to reveal more authentic and lively moments of youthful, diverse drinkers.

INTRINSIC Wine Co. – Stop Motion Graffiti

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The most notable part of the newly released campaign is a :30 anthemic spot entitled, Stop Motion. Leaning on the talents of Denver-based stencil artist Matthew Curran, the stop motion film depicts a series of spray paint stencils animating along a gritty brick wall. From grapes growing on a vine to a rising city skyline, the brand’s story and promise to “Challenge Everything” unfolds. 

The campaign is running across Connected TV and digital, with a focus on the Denver and Seattle markets, and includes various social elements. The campaign also has a significant OOH presence in Denver with both video and static executions appearing across downtown Denver through mid-December. See attached for two OOH examples. 

Cary Kloster, Sr. Director of Innovation and ēlicit Wine Project: “Challenge Everything embodies the essence of the INTRINSIC brand and how we approach the wine industry. Our winemaking approach challenges industry conventions, and not just for the sake of being different, but to truly make what’s inside the bottle distinctive and high quality. This campaign tells our brand story in a bold and authentic way while also connecting to the passions and lifestyle of our younger, urban-dwelling audience.” 

Jason Stinsmuehlen, Executive Creative Director at Team One: “Street art is about reinvention and conversation. You make a statement in the public square and you better be ready for a reaction. Intrinsic Wine Company is all about reinvention in how wine is made, presented and shared - from its unconventional wine-making process to its street art identity. Using the visual vernacular of Wheatpaste posters and spray paint, that writes over the past, our new campaign seeks to Challenge Everything when it comes to wine. From ideas that rip away wine tropes to our stop motion mural, filmed over two days, we wanted to create something that was unapologetic and irreverent and this is the result.” 

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