LIVING WINE LABELS
AUGMENTED REALITY DEVELOPMENT

JR. ART DIRECTOR

To connect with a millennial-minded shopper, Treasury Wine Estates needed a way to share its brand stories at shelf. But with widespread clean store policies, we couldn’t rely on point-of-sale displays or traditional retail channels to reach our audience.

So we created our own – and launched Living Wine Labels, the category’s first-ever AR experience for a portfolio of brands. This downloadable mobile app transforms our packaging into brand storytelling devices; by scanning our bottle labels with a smartphone, shoppers can ‘bring the label to life’ – animating over 50 unique AR experiences that share the stories behind the wines. Developed to disrupt the crowded wine aisle, Living Wine Labels provides content-hungry millennials a compelling and shareable reason to pick up a bottle.

As a platform for 11 wine brands within the Treasury Wine Estates portfolio (and counting!), Living Wine Labels is a new and highly shareable channel for brand storytelling, reaching our millennial shoppers wherever they are – at home, in store, or on premise.

By creating a new form of interactivity at shelf, and bringing an exciting, new theatricality to the retail experience, Living Wine Labels reimagines the future of the wine aisle.

Results:
153M impressions
45k shoppers engaged
1,475 sampling events
58% conversion rate during the sampling period
1.2M app downloads
412% increase in engagement
101% sales increase
98% depletion rate

Credits:
Sean DallasKidd, Executive Creative Director
Peter Randeria, Global Business Director
Dora Lee, Director of Production
Chelsea Nobbs, Sr. Art Director
Liana Ogden, Sr. Copywriter
Scott Iverson, Jr. Art Director

OTHER NOTABLE PROJECTS

SHOPPER PROGRAM (Jr. Art Director)