Take the Leap

Stags are natural explorers. They hate feeling trapped and are always ready to leap to their next opportunity.

Using the blank space on the label as a metaphor for how the world itself is a blank canvas, our stag will leap from the label into many new worlds and opportunities yearning to be explored.

With Hulu’s Ad Selector, we’ll let our viewer choose which world they want to discover, giving them the ultimate control over where to explore. Each ad will have a different experience, with our stag leaping and relishing in the worlds we developed.

Our AR experience will show our label coming to life. When you hover your phone over the label, you can see the stag jumping out of the label. Pan your phone around, and see the stag leap into different worlds as you discover other wines in the Stags’ Leap collection.

Try it yourself. Go to www.stagsalwaysleap.com and scan the bottle below to explore the worlds of Stags’ Leap.

This idea won the business for the agency and ultimately became the 2021 campaign for the wine brand.

—

Agency: Annex88
Client: Treasury Wine Estates (Stags’ Leap)

Role: Associate Creative Director, Art
Associate Creative Director, Copy: Derek Peet
Creative Director: Reginald Van Nurden
Executive Creative Director: Florent Imbert
Senior Producer: James Elio
Production: Rezonate