Founded with a mission to make wine accessible to all Canadians, the country’s #1 wine brand, Jackson-Triggs, saw the need to actively break down the barriers that were excluding people from wine culture.
900 million views and counting. It’s crossed over from changing wine culture to pop culture.
We found that online wine culture was strikingly homogenous. Even when scrolling wine memes, Muppets appeared before a single person of colour. So, we set out to change how wine is represented, joked about, and engaged with, to create real cultural impact.
We started by making GIFs as diverse as the people who drink our wine. A diverse cast and crew re-created 200 wine GIFs that, optimized to GIPHY’s trending and topical keywords.
With limited budget, the campaign made a tangible impact on how wine shows up in culture. Within a week of launch, the library of GIFs reached nearly 3 million organic views. The idea defied the usual limits of advertising, years later, these assets are still being viewed, saved and shared every day.
200+ gifs created
900 million views and counting
19.5 million shares