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Agency: Mekanism
Date: Feb 2018
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Cupcake Vineyards states that its wines are “crafted with a passion for celebrating,” which makes the brand’s new campaign, ‘Choose Joy’ a good fit for the reasonably-priced vintner.

The campaign, done with creative agency Mekanism, features four 15-second spots, each celebrating people who are unapologetic, flawed and perfectly at ease when choosing happiness in everyday moments.

Cupcake and Mekanism were inspired by the modern wine consumer, and wanted to create a campaign that was entertaining, with clever digs and just a touch of sass, optimistic sarcasm and fun.

The spots showcase lighthearted, quick-hit moments, like a woman who escapes through a window from a boring baby shower with her bottle of Cupcake. Or the woman who is floating in a pool with a glass of rosé as a voice-over says “bright and crisp, with a refreshing finish…like your spontaneous out-of-office email” as the woman throws her phone away.


Cupcake Brand Team

Jeff Dubiel: chief marketing officer

Eben Gillette: VP of marketing, premium brands

Sarah Qualters: Senior Brand Manager - Cupcake

Creative Agency: Mekanism

Founder/Executive Creative Director: Tommy Means

Creative Director: Laura Wimer

Copywriter: Caroline Johnson

Senior Art Director: Jen Miller

Project Manager: Madison Myers

Chief Operating Officer: Mike Zlatoper

Head of Brand Management, West: Anna Boyarsky

Senior Brand Manager: Ellen Filteau

Brand Manager: Sarah Holden

Head of Planning, West: Jeremy Daly

Senior Strategic Planner: Lexi Whelan

Production Co: Sister Studios

Executive Producer: Sarah DiLeo

Executive Producer Print and Digital: Frank Lewis

Editorial: Sister Studios

Editor: Luke Kraman

Post producer: Lauren Gould

Photographer/Director: Jimmy Marble