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A familiar problem for global clients, the Bordeaux brand was seen differently in different important markets around the world. High status in China, old fashioned in France.

We embarked on 6 rigorous months of strategic planning to find a unifying link. Today, at the heart of our global work for Bordeaux is an insight that resonates in seven countries on three continents.

Creatively, the campaign delivers nuggets about Bordeaux, but does it in a way that’s so fresh and modern and un-Bordeaux-like that it has forced the world of wine to sit up and take notice.