Stoneleigh no. 50

How do you get millennials to care about natural wines made from ancient sunstones or wild fermentation?

WINNER AWARD - Craft in Advertising - Art Direction in Social Media

WINNER AC&E AWARDS - Art Direction

Shortlist - Festival of Media Global - Social Media

We found a beautiful heritage listed house in the Rocks and set about making it look as if nature had taken over. Each room in the house was inspired by the tasting notes of a different Stoneleigh wine from earthy Pinot noirs, fruity Savvy Bs to wild fermented wines. We grew mushrooms the size of dinner plates, had to give our Moss chair a daily shower and know exactly how fast cut lemons go mouldy if you leave them in a bath full of water. We won not one but two awards for art direction at Award and AC&E and this is one of the projects of which I am most proud of. The clients loved it so much - we did it for a second year in a different location, this time with nature taking over an abandoned Grand Hotel.

Once we had created Stoneleigh no. 50, we created a multitude of content to seed excitement across social media. To add credibility we worked with a variety of publishers including Vice, Acme, Secret Foodies and FBi Radio who created hype and specific content for their audiences through a series of curated events. Other publishers such as Broadsheet, Pedestrian TV etc picked up the story through PR and spread the word even further. We invited influencers to create their own content at the house and even hosted an instameet. As hype spread, people coming to the daily wine tasting tours started sharing their own experiences of Stoneleigh no. 50 flooding social media with #stoneleighno50.