AJE - "Bordeaux 2050"

McCann Paris Neuilly sur Cedex, France

Awards

36577

This ad is part of the ACT Responsible Collection

Brand: AJE
Country: France

Advertiser: AJE

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
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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	134 seconds
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