Turning the Table with Logan Franklin

Our 2024 Photography & Illustration Awards judge Logan Franklin when asked about a favourite project of his from 2023 told us about Tomorrow’s Vintage. This project was for client Australian winery Ampersand Estates, whose mission it is to highlight the profound effects of climate change on the wine industry. 

Climate change is rapidly shrinking wine-growing regions worldwide. According to a study, a global temperature increase of just 2°C could render 56% of current wine-growing regions unusable. But that’s not something enough wine lovers know or talk about. 

TAXI (now VML) worked with boutique Australian winery Ampersand Estates to launch Tomorrow’s Vintage, the first-ever wine that comes paired with a Conservation Agreement. When scanned, bottles invite people to sign an agreement with the Wildlife Land Trust – to protect their land against environmentally-harmful activities. Which, in turn, helps conserve the many ecosystems that support Australia’s wine-growing regions. 

To launch, Ampersand Estates also created 2040, 2080, and 2100 bottles of Tomorrow’s Vintage Shiraz that only come partially filled. The 2040 bottle is only 86% full because only 86% of wine-growing regions are projected to still be usable by that year. The 2080 is only 56% full. And the 2100, a mere 44%. 

Why is this particular project a fave? 

This was my first project where we launched a new product in store (especially on the other side of the Earth) and as someone who wants to work in another country one day it was interesting to dive into another culture. I love working on projects that give tangible ways for people to make a difference, it gives a whole new meaning to drinking responsibly. 

Congratulations on this eye-opening campaign, team TAXI (now VML).