This time last year, J.Walter Thompson SanFrancisco created the ultimate forward-thinking wine label for Treasury Wine Estates – the wine label that told stories in AR. The agency teamed up with creative technology company, Tactic, to create the 19 Crimes app, that brought each bottle to life animating the label’s photograph and allowing its character, each of whom was a British felon sent as a convict to Australia, to give a unique monologue.
This year, Treasury Wine Estates’s EmBRAZEN range, crafted by winemaker Olivia Teutschel, has – aptly – used the idea to pay tribute to “extraordinary women of the past who dared to shatter convention and sought to bring about positive change in the world”. Featured are journalist, Nellie Bly; jazz singer, Josephine Baker; and Latin artist, Celia Cruz.
Josephine Baker, featured on the emBRAZEN Red Blend, urges that “To realise our dreams, we must decide to wake up.” Baker went from homelessness to international fame, becoming one of the first women of colour to command the global entertainment stage. Rather than simply refusing to perform for segregated audiences, she raised the bar by opening her own café in Paris, where patrons from all walks of life were welcome. During World War II, she served the Allied cause as a spy.
Nellie Bly, featured on the emBRAZEN Cabernet Sauvignon, states, “Energy rightly applied and directed will accomplish anything.” Without even a college degree, Nellie became a female reporter, shattering norms by refusing to cover lady-like topics such as fashion and gardening. Instead, she fuelled the fire for female empowerment by writing about the lives of working women, igniting and inspiring the pens of journalists for years to come. She traveled boldly around the world in 72 days, chronicling her escapades.
https://youtu.be/n4UZBtFDL5o
Celia Cruz featured on the emBRAZEN Chardonnay label, encourages with, “When opportunity presents itself, grab it. Hold on tight and don’t let go.” Celia was brazen from birth, deciding against life as a teacher to chase her dream of becoming a star. Her unrelenting drive led to a career that resulted in 23 best-selling gold albums, countless accolades, and the most successful career for any Latin artist – male or female – of the 20th Century.
The new labels were created for Women’s Equality Day on August 26.
Treasury is also using the labels to launch a program called Take Up The Torch that is asking for nominations of local women who are driving change in their communities. The winner of the program will be announced on International Women’s Day (March 8, 2019) and will receive a US$25,000 grant to help further her cause.
“Women are paving their own paths and taking control of their futures by speaking boldly to ignite progress and change the world,” noted Patricia Montagno, vice president of marketing for Treasury Wine Estates, the parent company of emBRAZEN, in a statement.
“Through our Take Up The Torch program, emBRAZEN recognises local unsung heroes who deserve support to achieve their community enhancing goals.”
“It’s exciting to share these women’s compelling stories through emBRAZEN wines,” added winemaker Teutschel. “I hope these wines spark conversation among friends, family, co-workers or even in the wine aisle. I’m proud to have crafted these wines, providing a bold and delicious canvas for their voices to be heard.”
The Living Wine Labels app is available through the Apple App and Google Play Stores.
Credits
Client: Treasury Wine Estates
Agencies: J. Walter Thompson San Francisco + Tactic
Creative Technologist: Peter Oberdorfer
