AGENCY
J. Walter Thompson San Francisco *Lead Agency
Kathryn Earls, Head of Strategy
Sean DallasKidd, Executive Creative Director
Sidra Butt, Strategy Director
Chelsea Nobbs, Sr. Art Director
Remy Wainfeld, Sr. Account Supervisor
Liana Ogden, Sr. Copywriter
Stella Guimaraes, Account Supervisor
Joy Ohler, Sr. Art Director
Lindsay Tomek, Sr. Account Director
Tom Hasenfratz, Sr. Copywriter
Scott Iverson, Jr. Art Director
Kendall Brown, Jr. Copywriter
Dora Lee, Director of Production
Mary McGerity, Sr. Account Director
Peter Randeria, Global Business Director
J. Walter Thompson Melbourne *Lead Agency
Zorana Dodos, Account Director
Mat Norton, Digital Business Director
Kieran Antill, Executive Creative Director
Brett Terblanche, Creative Lead
Tactic
Peter Oberdorfer, President
Drew Weigel, Head of Production
SUMMARY
Already faced with tough competition and a declining category, Treasury Wine Estates needed to stand out in a crowded wine aisle brimming with Millennial-focused brands. And with widespread clean store policies, we couldn’t rely on point-of-sale displays or traditional retail channels to reach our audience. The reality of retail was bleak. So we hit refresh – and created Living Wine Labels, an app that uses augmented reality to disrupt the wine aisle and speak directly to shoppers, by transforming our packaging into a platform for brand storytelling.
