Directeur Général Weber Shandwick
at
McCann WorldGroup France
Clichy Cedex, France
| Title | Bordeaux 2050 |
| Brief | To give people the real taste of global warming, we decided to launch a new wine: we created Bordeaux 2050. We partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050.The result was an inferior composition: 2 to 4 degrees heat waves diminished the aroma, drought gave a bitter and drier taste, devastating frost and hailstorms caused fruit wastage. The special vintage of 400 bottles was launched in the Museum of Wine in Paris at an event gathering key decision makers: journalists, scientists, sommeliers as well as influential members of the French political elite, including climate skeptics.Following the launch event of the limited vintage of Bordeaux 2050 and the uploading of Bordeaux2050.org and despite its poor taste it became the most Googled wine in the world. Consequently, the French Association of Journalists for the Environment received an increase of 27% mentions on social media, and 14% of funding from donations. UN Climate Change Executive Secretary, Patricia Espinosa, welcomed the initiative. Bordeaux 2050 shook French wine circles before spreading to the wider scientific community and then news worldwide. It generated over 500 million organic impressions across headlines among The Huffington Post, Le Figaro, L'Express, Franceinfo, Science and Future, triggering 100 000 social media mentions.For the first time in history, climate-skeptics were forced to taste the negative effect of climate change, which they previously ignored. |
| Agency | McCann Paris |
| Campaign | Bordeaux 2050 |
| Advertiser | AJE |
| Brand | AJE |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Tagline | Subscribers Only |
| Story | Subscribers Only |
| Philosophy | Subscribers Only |
| Problem | Subscribers Only |
| Result | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Global Executive Creative Director | A...an B...n Subscribers Only |
| Executive Creative Director | Ri....do F....so Subscribers Only |
| Executive Creative Director | J...en Ch.....ini Subscribers Only |
| Creative Director | S�.....ien Bo....el Subscribers Only |
| Senior Art Director | C...ar G...ía Subscribers Only |
| Copywriter | J...o �....rez Subscribers Only |
| Art Director | M...o Fe.....ez Subscribers Only |
| Art Director | C...a Baz......son Subscribers Only |
| Art Director | A...en La......ère Subscribers Only |
| Copywriter | C...re P...s Subscribers Only |
| Creative Excellence Manager Europe | C...en Bi....an Subscribers Only |
| Creative Excellence Manager Paris | E...�e Kh.....ni Subscribers Only |
| Chief Executive Officer (CEO) | B...o T....nt Subscribers Only |
| Global Business Lead | C...ric Va.....te Subscribers Only |
| Deputy General Manager in charge of Strategy | E..k B...in Subscribers Only |
| Strategic Planner | P....re B�.....mieux Subscribers Only |
| Head of TV | L...el Co.....ud Subscribers Only |
| TV Producer / Art Buyer | Ma....eu To.....lle Subscribers Only |
| Motion designer | Va....in A....on Subscribers Only |
| PR Agency | W...r Sh.....ck . P...s Subscribers Only |
| PR Executive Vice President | A...ud Po.....nne Subscribers Only |
| PR Senior Vice President | E..i As....ne Subscribers Only |
| PR Account Director | E...ie B....il Subscribers Only |
| PR Senior Associate | C...ile P....rd Subscribers Only |
More Work
SEE ALLBordeaux 2050 (vf)
- BRAND:
- AJE
- AGENCY:
- McCann Paris
Controle de la Poitrine (en)
- BRAND:
- Olympique de Marseille (OM)
- AGENCY:
- McCann Paris