Esporão is a progressive wine brand that likes to do things at their own speed - whether it be their organic vineyards or unique vinification process.
For their first major brand campaign we developed 'Slow Forward':- a global communication strategy that provides a true change of pace.
The strategy
To help develop our strategy, we collaborated with Universidade Católica Portuguesa to conduct a study on the benefits of a 'slow' lifestyle, and presented the findings at the Centro Cultural de Belém.
The manifesto
When you live on fast forward, you miss all the important bits.
'Slow Forward' is about taking life in sips, not gulps.
The non-signing, non-dancing campaign
We put Esporão's employees front and centre of the campaign, because who could be better ambassadors for slow than people that make wine for a living?
TV & Pre-roll
We used award winning sound designers to create tranquil vignettes that cut through the incessant chatter of modern life.
(I wrote all the copy in English and supervised its transcreation into Portuguese.)
Out of Home
We helped the 'Slow Forward' message to resonate by placing ads in hectic locations, including underground stations and busy thoroughfares.
(ENG: People are like wine, they need time to breathe)
(ENG: Haste is the enemy of perfection)
(ENG: Pause more, live more)
(ENG: It's urgent to slow down)
(ENG: It's urgent to slow down)
Agency: KesselsKramer London
Creative Directors: Dave Bell & Gijs van den Berg
Concept & Art: Oli Gabe
Concept & Copy: Robin Sanderson
