UK RIOJA

The challenge was to shift perceptions of the Rioja range of wines and engage a younger, more adventurous and dynamic audience.

‘Talk Rioja’ places Rioja at the heart of the social occasions for millennials – wine that is the catalyst for making connections, great conversations and inspiring interesting experiences, whilst demonstrating that red, white and rosé wines from Spain’s iconic region offer a contemporary alternative to New World wines.

Alison Carmichael, was commissioned to handcraft our story into the design, giving the creative a depth of personality and intrigue.

Initially, the campaign appeared at Tapas Fantasticas, a brand experience event in London’s Brick Lane. It was then rolled out across London OOH, bus sides and London Underground, London press and print media.