The One Show
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Category
Craft / Art Direction
Annual ID
OS26_ID107M
Background
Located in the Niagara, Canada wine region, Henry of Pelham is one of Ontario’s best-selling producers. With a strong reputation amongst its peers, it was even declared Ontario’s #1 winery at the 2024 National Wine Awards.
Despite those accolades, its quality has been unfairly dismissed. Snooty as it sounds, many wine lovers don’t perceive Ontario wines to be world-class. For them, “quality” has usually meant “imported”: old world bottles from Italy, France or Spain.
Our goal was to improve the quality perception of Henry of Pelham, proving it has just as much care, craft and history as any world-class wine. And with a limited working budget, we needed to do it in a way that would get wine lovers talking.
Despite those accolades, its quality has been unfairly dismissed. Snooty as it sounds, many wine lovers don’t perceive Ontario wines to be world-class. For them, “quality” has usually meant “imported”: old world bottles from Italy, France or Spain.
Our goal was to improve the quality perception of Henry of Pelham, proving it has just as much care, craft and history as any world-class wine. And with a limited working budget, we needed to do it in a way that would get wine lovers talking.
Creative Idea
It took Henry of Pelham 200 years to develop its wine, so we used that same wine as a photo developing agent to tell its story.
The Wine Archive is a limited-edition set of 50 handcrafted bottles featuring photographic labels developed with Henry of Pelham’s own Sauvignon Blanc, Rosé, and Baco Noir wines. Each bottle features a unique artifact and story from Henry of Pelham’s 200-year past. From a hand-built oven and mysterious glass eye to early packaging fails and long-lost keys, every bottle preserves a moment, a memory, or a misstep that helped shape the winery.
The Wine Archive showcases the winery’s untold story, proving that if you’re overlooking Ontario wine, you’re missing out on a world-class experience.
Individually, each bottle tells a story. Together, all 50 form a chronological timeline of Henry of Pelham’s 200-year history, tracing a winemaking dynasty from a humble family farm and tavern to one of Ontario’s most respected vineyards.
The Wine Archive is a limited-edition set of 50 handcrafted bottles featuring photographic labels developed with Henry of Pelham’s own Sauvignon Blanc, Rosé, and Baco Noir wines. Each bottle features a unique artifact and story from Henry of Pelham’s 200-year past. From a hand-built oven and mysterious glass eye to early packaging fails and long-lost keys, every bottle preserves a moment, a memory, or a misstep that helped shape the winery.
The Wine Archive showcases the winery’s untold story, proving that if you’re overlooking Ontario wine, you’re missing out on a world-class experience.
Individually, each bottle tells a story. Together, all 50 form a chronological timeline of Henry of Pelham’s 200-year history, tracing a winemaking dynasty from a humble family farm and tavern to one of Ontario’s most respected vineyards.
Insights & Strategy
When people choose a wine, they’re not just buying taste. They’re buying history, place and reputation. Old World wines have spent centuries turning heritage into a shorthand for quality:cues that matter just as much as what’s in the glass when it comes to consideration.
And yet Henry of Pelham has exactly what wine lovers are looking for. Alongside its award-winning quality, it has a rich and fascinating history. Founded in 1794, the estate represents over 200 years of winemaking across six generations of one family. In fact, the property was deeded to the current owners’ great-great-great grandfather after serving in the American Revolution, was home to some of Canada’s first vineyards, and housed an inn and a tavern.
So, knowing that history adds value to wine, when Henry of Pelham set out to elevate perceptions of quality, it didn’t just focus on what was in the bottle. It unlocked its greatest untapped asset: its own extraordinary history.
And yet Henry of Pelham has exactly what wine lovers are looking for. Alongside its award-winning quality, it has a rich and fascinating history. Founded in 1794, the estate represents over 200 years of winemaking across six generations of one family. In fact, the property was deeded to the current owners’ great-great-great grandfather after serving in the American Revolution, was home to some of Canada’s first vineyards, and housed an inn and a tavern.
So, knowing that history adds value to wine, when Henry of Pelham set out to elevate perceptions of quality, it didn’t just focus on what was in the bottle. It unlocked its greatest untapped asset: its own extraordinary history.
Execution
Each unearthed artifact was photographed on film, then developed using Wineol, an experimental film processing technique that replaces traditional developing fluid with wine. By using Henry of Pelham’s own Pinot Grigio, Rosé, and Baco Noir, each image was literally infused with the hue of the wine used to develop it.
Mirroring the project’s archival process, we created an archival design language. Each label catalogues a chapter of Henry of Pelham’s story, layering the artifact image, its backstory, and the specific wine used to develop it.
The label was crafted with the same care and obsession as the wine itself. Four paper layers create a tactile experience you don’t just see, but feel. To reinforce the archival nature of the project, we used four different paper substrates: cotton, vellum, recycled fiber, and soft touch. We also used special techniques including custom die-cut tabs, blind deboss with image inset, side sewn binding, string bind tied, thermography, and etched glass. Every bottle was then individually dipped in molten wax and hand-numbered, one by one. No shortcuts. Just a lot of hands-on work, like the wine itself.
To launch it, we transformed Henry of Pelham’s underground barrel cellar into a working darkroom, where wine-loving influencers put on aprons and gloves and developed their own photos using Henry of Pelham wine. Part wine tasting, part time travel, the experience was a reminder that great wine, like great stories, can’t be rushed.
The bottles were then offered to wine lovers through an exclusive online drop at henryofpelham.com, with proceeds going to Pathstone Mental Health, a nonprofit supporting child and youth mental health in the Niagara region.
Mirroring the project’s archival process, we created an archival design language. Each label catalogues a chapter of Henry of Pelham’s story, layering the artifact image, its backstory, and the specific wine used to develop it.
The label was crafted with the same care and obsession as the wine itself. Four paper layers create a tactile experience you don’t just see, but feel. To reinforce the archival nature of the project, we used four different paper substrates: cotton, vellum, recycled fiber, and soft touch. We also used special techniques including custom die-cut tabs, blind deboss with image inset, side sewn binding, string bind tied, thermography, and etched glass. Every bottle was then individually dipped in molten wax and hand-numbered, one by one. No shortcuts. Just a lot of hands-on work, like the wine itself.
To launch it, we transformed Henry of Pelham’s underground barrel cellar into a working darkroom, where wine-loving influencers put on aprons and gloves and developed their own photos using Henry of Pelham wine. Part wine tasting, part time travel, the experience was a reminder that great wine, like great stories, can’t be rushed.
The bottles were then offered to wine lovers through an exclusive online drop at henryofpelham.com, with proceeds going to Pathstone Mental Health, a nonprofit supporting child and youth mental health in the Niagara region.
Results
Campaign results exceeded all expectations:
- 31.4M impressions versus a 23.4M benchmark
- 8.8M video completes against a 5.3M benchmark, indicating strong message retention at scale.
- 17.8K engagements on Meta & TikTok and 1.6M Interactions on YouTube, signaling above-average content resonance.
- 31.4M impressions versus a 23.4M benchmark
- 8.8M video completes against a 5.3M benchmark, indicating strong message retention at scale.
- 17.8K engagements on Meta & TikTok and 1.6M Interactions on YouTube, signaling above-average content resonance.
2026 Awards
Total Points: 3
Merit
Credits
Agency
Zulu Alpha Kilo / Toronto
Media Agency
Zulumatic
Client
Paul Speck
Daniel Speck
Matthew Speck
Emily Alonzo
Client / Brand
Henry of Pelham
Art Director
Olivia Hashka
Chief Creative Officer
Jenny Glover
Chief Design Officer
Stephanie Yung
Content Creator
Pablo Rincon
Editor
Erin Brazeau
Photographer
Gary William Ogle
Fabrice Strippoli
Strategy Director
Meredith Ferguson
Agency Executive Producer
Laura Dubcovsky
Agency Producer
Bita Mazaheri
Assistant Editor
Yuseon Yang
Managing Director & Executive Producer
Pam Hamilton
Senior Designer
Paula Dopuđa
Senior Motion Designer
Miguel Natividad
Account Director
Jessica Chorney
Account Executive
Will Stephens
Account Supervisor
Zainab Mushtaq
Audio Engineer
Rosángela Hernández Gómez
Business Group Director
Corina Wilkes
Colourist
Santiago Trugeda
Creative Director/Art Director
Jenny Luong
Creative Director/Copywriter
Jonah Flynn
Design Director/Designer
Dejan Djuric
Jeff Watkins
Director of Post-Production & Operations
Sarah Dayus
Executive Director, Comms Planning & Technology
Sean Bell
Head of Media
Alicia Petralia
Integrated Producer
Jess Howard
Lead Interactive Artist
Andrew Martin
Media Team
Shubham
Tania Perales
Photography Production House
Sparks Photographers
Post Producer
Amy Groll
Post-production
zulubot
Production House
zulubot
Prop/Set Fabrication
MAWG Design
Senior Content Producer
Kylee Habrowski
Senior Production Designer
Pam Cohen
Signage Printing
Seamliss Graphics
Studio Manager
Henry Eugenio
Wine Label Printer
Gas Company
Zulubot Executive Producer
Adam Palmer
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