- September 10, 2020 at 12:38 am
Humanaut announced its first mass media campaign for Bonterra Organic Vineyards, highlighting the sustainable ethos and environmental credentials of America’s favorite organic winery. The “Tastes Like Saving the Planet” campaign is a departure from traditional wine promotion, appealing to consumers who are looking to change the world with their purchase power while gently poking fun at clichés associated with wine tasting.
Inviting audiences to “experience the delicious, totally tasteful taste of saving the planet,” Bonterra’s tongue-in-cheek :90, :30, :15 and :06 video ads appear predominantly on Hulu and YouTube, as well as on social and programmatic video. The campaign launched this month.
Selected as the 2020 California Green Medal winner in the Environment category, Bonterra has farmed exclusively organically since 1987. In developing the “Tastes Like Saving the Planet” campaign, Humanaut tapped into Bonterra’s goal to grow awareness among wine drinkers who are regular buyers of natural and organic food but don’t necessarily apply that same logic to their wine purchases.
This meant satirizing the frequent absurdity of modern wine tasting notes—“pencil shavings” or “fresh tennis balls,” anyone?—as a vehicle for calling out the many, deeper benefits of Bonterra’s winemaking practices. For example, one of the :30 spots opens with a stereotypically pompous wine drinker likening his wine’s bouquet to raked leaves and shuttlecock; this cuts to people tasting Bonterra wines and remarking that “the nose on this is biodiversity” and “it’s got a big ethically farmed finish.”
“Research indicates that consumers are more receptive when branded communications about sustainability and climate-focused topics incorporate humor, and this inspired us to develop something unique,” said Rodrigo Maturana, VP of marketing for Bonterra. “The new campaign allows us to make meaningful connections with the many wine fans who care about the environment and also appreciate a lighthearted approach.”
Learn more about the campaign and Bonterra’s beneficial practices online.
Agency: Humanaut, Chattanooga, TN (USA)
Chief Creative Director: David Littlejohn
Chief Strategy Officer: Andrew Clark
Creative Directors: Nathan Dills, Russell Dodson
Executive Producers: Dan Jacobs, Tommy Wilson
Account Director: Deborah Riley Draper
Brand Producers: Maggie Bayham, Fritsl Butler
Copywriters: Nathan Dills, Russell Dodson, Austin Howe
Senior Art Director: Carrie Warren
Art Director: Steven Preisman
Senior Designer: Jen Rezac
Designer: Coleson Amon
Production Company: Humanaut
Director: Dan Jacobs
Producer: Tommy Wilson
Assistant Director: Alvaro Donado
Director of Photography: Jordan Berger / Deer Run Media
Post Producer: Kyler Potter
Editors: Annie Huntington, Victor Tyler
Motion Graphics: Coleson Amon, Victor Tyler
Color: Matt Hadley
Audio Mix: Daniel Cooper
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