To create a print ad campaign for Austrian Wine Marketing, promoting Austrian wines nationally as well as internationally.
Wine from Austria is of the highest quality, claiming many international awards. However, unlike French wine, Austrian wine is unpretentious and down to earth. "The Art of Wine. Down to Earth" is used as the headline but also as the theme of the campaign. Still lifes were created for three different topics - typically Austrian, Tradition and Spring - making Austrian wine the hero of high art. Each still life is disturbed by a typical tool used in wine making showing that even though the wine is high art, the making of it is very down to earth.
Agency: Young & Rubicam Vienna
Creative Director: Alexander Hofmann
Copywriter: Alexander Hofmann
Design: Germaine Cap de Ville, Kathrin Janata
Photographer: Thomas Popinger
Post: Albert Winkler