| Title | Do Not Open |
| Agency |
Dentsu Next
|
| Campaign |
Do Not Open
|
| Advertiser |
Domaine Chandon Winery
|
| Brand |
étoile
|
| Posted | February 2007 |
| Product |
Sparkling Wine
|
| Business Sector | Wines, Champagnes
|
| Tagline | Do Not Open |
| Story | The insert is sealed with a warning that says, Do not open. When the reader rips open the insert (as most will undoubtedly do) they are greeted with a second headline that says, Clearly, youre not afraid to break the rules. Neither are we. |
| Philosophy | Unlike other high-end sparkling wines and champagnes, étoile has a different way of producing their fine product. We needed to show this in a compelling and interesting way. We asked people not to open the outer portion of the ad, and when they most likely opened it, they interacted with the brand in a way that went beyond a normal print ad. |
| Problem | From the vineyards to the bottle, étoile was crafted with an unrelenting passion for producing the ultimate sparkling wine from California. Because the wine makers were not afraid to challenge tradition and break some rules in the crafting of this exceptional sparkling wine, the ad agency had to create advertising that reflected that revolutionary idea. |
| Result | Overwhelmingly positive results from the client and consumer. |
| Media Type |
Free Standing Insert
|
| Market | United States |
| Executive Creative Director |
Rick Colby
|
| Account Executive |
Kathleen DeFreitas
|
| Agency Producer |
Theresa Dent
|
| Account Director |
Diane Dreyer
|
| Art Director |
Elke Erschfeld
|
| Copywriter |
David Muldoon
|
