Tomorrow's Vintage

Point-of-Purchase - Series

2024

VML Canada, Toronto, ON
w: vml.com/toronto

Ad Agency: VML Chief Creative Officer: Graham Lang Executive Creative Director: Allen Kwong Creative Director: Mike Richardson Copywriter: Zachary Richman Art Director: Logan Franklin Designer: Kyle Simpson, Jin Yan Retoucher: Andrew O’Driscoll Print Producer: Henry Eugenio Producer: Heather Hyland, Tim Pelz Editor: Alexandra Beals, Alec Hanham Program Director: Jessy Stark PR and Communications Lead: Aaron Nilsen Group Strategy Director: Andrew Ahern Web Developer: Lucia Okeh Photographer: Regina Garcia Director, Marketing & Communications: Zac Kraemer Post-Production Company: Fort York VFX Executive Producer: Erica Bourgault-Assaf Creative Director: Mike Bishop Client: Ampersand Estates Owner: Corrie Scheepers, Melissa Bell Commercial Lead: Ciara Madill Marketing Lead: Natasha Seymour Client: AUNZ

Climate change is shrinking Australia's wine-growing regions. So, Ampersand Estates created Tomorrow's Vintage – a 2040, 2080, and 2100 Shiraz. The percentage of wine in each bottle matches the percentage of wine-growing land predicted to exist by that year. Bottles were sold in-store at Australia's largest liquor retailer. A QR code on the label encouraged Australians to sign a Conservation Agreement with the Wildlife Land Trust.