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Campo Viejo launches collaborative online project with street artists to let consumers design wine packaging

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By Michael Feeley, Founder and chief exec

February 11, 2015 | 2 min read

Spain’s leading winemakers Campo Viejo are inviting consumers to turn their hand to virtual package design via a web-based application, ‘The Campo Viejo Street Canvas’.

To create their artworks, users visit the Campo Viejo “Live Uncorked” website and manipulate shapes and patterns created by renowned Spanish street artists Remed and Okuda. Once the artwork is created, users have the opportunity to visualise it on a virtual box for the brand’s Limited Edition 2014 Reserva. The project builds on the brand’s long-running, experiential partnership with the artists.

The brand worked with London based independent digital and social agency, Impero to design and develop the online experience.

Impero’s creative director and founder Michael Scantlebury said: “The Street Canvas needed to enable the same meaningful one-to-one interaction that Campo Viejo’s experiential events with Remed and Okuda had provided. We brought this to life with an application that enabled users to create the same vibrant artworks that both Remed and Okuda are known for, without the constraints of technical ability.”

The Campo Viejo Street Canvas promotion is currently live and will run until 2 March 2015. Participants will have the opportunity to submit their designs for a chance to win a VIP trip to Spain for two.

Campo Viejo is a Rioja Wine brand owned by Pernod Ricard. According to Nielsen figures to April 2014 Campo Viejo Tempranillo is now the third biggest-selling wine in the UK by value and the country’s number one red wine.

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