The brand identity and Facebook competition we created for The Scribbler Cabernet Shiraz were inspired by the artistry of winemaking. The insight being that the willingness to explore something new is what lies at the heart of exceptional wine making.
Run in NSW, on-premise customers were encouraged to start something new by sharing their creative scribbles for a chance to win a creative arts course.
To help things along we produced napkins that were ‘framed’ as potential creative canvases and a blank book where guests could contribute stream-of-consciousness narrative as it was handed from guest to guest.
The promotion was rolled out nationally.