Wine Of The Year

European bars and restaurants have great wines on their doorstep, so they don't need to stock wines from the new world. So, rather than promote METRO’s Wine Of The Year as a new world wine, it was introduced as a new tradition. A tradition that merges the heritage of the old world with the warm, welcoming charm of Argentina. This holistic campaign features a typical bar chair, painted in a 'Fileteado' art style, which forms a stage for the product. I was responsible for developing the concept, campaign headlines, full content for a dedicated landing page, social media posts and in-store POS.