The One Show
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Category
Traditional Media Relations
Annual ID
OS23_PR034M
About the Work
BRIEF:
Ahr Valley is one of the most distinguished red wine-growing region in Germany, called the "red wine paradise". Due to catastrophic floods this region experienced a „living hell" in the summer of 2021. More than a month's rainfall within 24 hours devastated much of western Germany, and Ahr Valley suffered the hardest hit: homes, businesses, bridges, roads, entire communities were swept away. More than 46 wineries of the region lost their facilities, cellars, wine barrels, machinery and hectares of vineyards.
Our aim was to raise awareness of this economic devastation of the region, and draw attention to the financial disaster that wine-makers of Ahr Valley were facing.
STRATEGY:
Despite the loss of the wine-makers, some 200.000 bottles of wine – soiled with mud and dirt – survived the disaster. The bottles looked impossible to sell. We created a special collection of wines from scratch, branded them as „Flood Wines”. Since they were coated in the original mud, we labelled them „authentically muddied”, and started selling them on a crowd-funding platform, dedicated to the rebuilding of the wine region.
Every bottle symbolized the tragic fate of those wine-makers who were involved in the catastrophe. This platform allowed us to get in touch with those who were interested in wines and wanted to help. The sheer authenticity and „natural beauty” of the bottles covered in mud also attracted those who are open to innovative design solutions.
RESULTS:
The campaign had a massive impact on raising awareness about the flood catastrophe of the region, and it promoted solidarity and brought help not just for the wine-growers, but for the whole Ahr Valley as well.
During the 3 months of the campaign we established "Flood Wine" as a unique brand. Nearly 50,000 people bought our 200,000 "mud coated", individual bottles that survived the flood. We had more than 1 billion media impressions, the value of the wine rose by 4500%, and managed to collect more than 4,4 million Euros – that makes „Flood Wine” the most successful crowd-funding campaign of Germany.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Seven.One Ad Factory / Creative House / Unterföhring
White Rabbit Budapest
Media Distribution Company
WallDecaux / Berlin
Art Director
Janine Koller
Anne Eitze
Jörg Petzold
Creative Director
Istvan Bracsok
Levente Kovacs
Director
Leo Gammler
Producer
Stephan Beyschlag
Strategist
Matthias Buratti
Stephan Fischer
account director
Levente Balint
Client - Chairman
Marc Adeneuer
Client - Chairman and Managing Director
Peter Kriechel
Client - CoFounder #flutwein
Linda Kleber
Digital Creative Director
Jürgen Metzner
Digital Manager
Sophie Smikalla
Director Digital & Creative OOH
Jicky von Bechtolsheim
Jonas Kofahl-Kraatz
DOP / Photography
Franziska Freiwald
Executive Creative Director / Strategic Planning / Copywriter
Friedrich-Paul Spielhagen
Executive Creative Director / Strategic Planning / Copywriter / PR Executive & Project Lead
Daniel Koller
Influencer Management
Marie-Jeanette Honrath
IT & Tech Consultant
Benjamin Koller
Manager Strategy & Creation
Ann-Kathrin Hackl
Managing Director/Executive Creative Director
Tom Schwarz
Media Consultant
Denis Bartelt
Valentin Oswald
Postproduction
Bastian Felix Bormann
Producer & DOP / Photography
Ludwig Groß
Producer & Postproduction / Photography
Tim Freiwald
Sr. Manager Strategy & Creation
Rebecca Marek
Webdesign
Elisabeth Thirmeyer
Johanna Krünes
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