AJE - "Bordeaux 2050 (vf)"

McCann Paris

McCann Paris Neuilly sur Cedex, Francia

4002

This ad is part of the ACT Responsible Collection

Marca: AJE
País: Francia

Anunciante: AJE

Título	Bordeaux 2050 (vf)
Agencia	McCann Paris
Campaña	Bordeaux 2050
Anunciante	AJE
Marca	AJE
Fecha de primera difusión/publicación	2018 / 4
Sector Empresarial	Medio ambiente y ecología
Lema	We hear climate change, we read about climate change, and now we get to taste it.
Sinopsis	Bordeaux 2050 was created to counter the lack of global action against global warming. Today, a large majority of governments do not take the necessary steps to act on it. Tangible proof was needed. The vintage was presented during a seemingly ordinary wine-tasting event at the Paris Museum of Wine, gathering key decision makers, who have a major influence on the course of climate change. By distilling abstract data of climate change into a brand of wine that people can hold and savor, Bordeaux 2050 literally put the responsibility of the future of our environment in their hands.and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050, if climate conditions don't improve. The result is a diminished, bitter, unpleasant taste that forces people to viscerally experience the future consequences of global warming. By appealing to reason through our most indulgent sense, the result is emotional and terrifying but ultimately inspiring. It takes just a few sips to make people understand clearly that Bordeaux 2050 is not just a wine: it's the symbol of our responsibility as human beings. If we don't insist on sustainable practices from our government, our industries and most importantly ourselves, the world heritage as we know it will be lost.
Filosofía	To give people the real taste of global warming, we decided to launch a new wine: we created Bordeaux 2050. We partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050, if climate conditions don't improve. The result is a diminished, bitter, unpleasant taste that forces people to viscerally experience the future consequences of global warming. By appealing to reason through our most indulgent sense, the result is emotional and terrifying but ultimately inspiring. It takes just a few sips to make people understand clearly that Bordeaux 2050 is not just a wine: it's the symbol of our responsibility as human beings. If we don't insist on sustainable practices from our government, our industries and most importantly ourselves, the world heritage as we know it will be lost.
Problema	It's a consensus in the scientific community that climate change will have increasingly drastic effects on the environment. Despite this fact, a large majority of governments do not take the necessary steps to prevent it from happening. The French Association of Journalists for the Environment is actively involved in drawing attention to the issue.This is difficult in the current media landscape, which is saturated with conflicting messages and fake news that typically comes with political bias. Their goal was to create a tangible demonstration of the future effects of global warming in a way that would resonate with people. Wine is a beloved part of French culture, which is globally renowned, but more importantly is also something that will be very negatively effected by climate change. They wanted to highlight this fact – and it was quickly determined it could done in a way much more compelling than conventional media.
Resultado	Following the launch event of the limited vintage of Bordeaux 2050 and the uploading of Bordeaux2050.org and despite its poor taste it became the most Googled wine in the world. Consequently, the French Association of Journalists for the Environment received an increase of 27% mentions on social media, and 14% of funding from donations. French Minister for the Environment Nicolas Hulot welcomed the initiative. Bordeaux 2050 shook French wine circles before spreading to the wider scientific community then news worldwide. It generated over 500 million organic impressions across headlines among The Huffington Post, Le Figaro, L'Express, Franceinfo, Science and Future, triggering 100 000 social media mentions. Growing conversations on social media made key decision makers reconsider their skeptic and passive positions on climate change.
Medio	Case Study
Duración	144 seconds
Global Executive Creative Director	Adrian Botan
Director ejecutivo de creación	Riccardo Fregoso
Director ejecutivo de creación	Julien Chiapolini
Director creativo	Sébastien Boutebel
Senior Art Director	César García
Responsable de conceptos / redactor	Julio Álvarez
Director artístico	Mateo Fernandez
Director artístico	Clara Bazin-Vinson
Director artístico	Adrien Lavayssière
Responsable de conceptos / redactor	Claire Pages
Creative Excellence Manager Europe	Carmen Bistrian
Creative Excellence Manager Paris	Esmée Khoujlani
Chief Executive Officer (CEO)	Bruno Tallent
Global Business Lead	Cédric Vanhoutte
Deputy General Manager in charge of Strategy	Erik Bertin
Planificador estratégico	Palmyre Bétrémieux
Head of TV	Lionel Courtiaud
TV Producer / Art Buyer	Matthieu Tombarelle
Motion designer	Valentin Audubon
PR Agency	Weber Shandwick - Paris
PR Executive Vice President	Arnaud Pochebonne
PR Senior Vice President	Eloi Asseline
PR Account Director	Emilie Barrail
PR Senior Associate	Cécile Pochard