TitleBordeaux 2050
Agency
Campaign Bordeaux 2050
Advertiser AJE
Brand AJE
Date of First Broadcast/Publication
Business Sector Environmental & Ecological Issues
Tagline We hear climate change, we read about climate change, and now we get to taste it.
Story

Bordeaux 2050 was created to counter the lack of global action against global warming. Today, a large majority of governments do not take the necessary steps to act on it. Tangible proof was needed. The vintage was presented during a seemingly ordinary wine-tasting event at the Paris Museum of Wine, gathering key decision makers, who have a major influence on the course of climate change. By distilling abstract data of climate change into a brand of wine that people can hold and savor, Bordeaux 2050 literally put the responsibility of the future of our environment in their hands.and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050, if climate conditions don't improve. The result is a diminished, bitter, unpleasant taste that forces people to viscerally experience the future consequences of global warming. By appealing to reason through our most indulgent sense, the result is emotional and terrifying but ultimately inspiring. It takes just a few sips to make people understand clearly that Bordeaux 2050 is not just a wine: it's the symbol of our responsibility as human beings. If we don't insist on sustainable practices from our government, our industries and most importantly ourselves, the world heritage as we know it will be lost.

Philosophy

To give people the real taste of global warming, we decided to launch a new wine: we created Bordeaux 2050. We partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050, if climate conditions don't improve. The result is a diminished, bitter, unpleasant taste that forces people to viscerally experience the future consequences of global warming. By appealing to reason through our most indulgent sense, the result is emotional and terrifying but ultimately inspiring. It takes just a few sips to make people understand clearly that Bordeaux 2050 is not just a wine: it's the symbol of our responsibility as human beings. If we don't insist on sustainable practices from our government, our industries and most importantly ourselves, the world heritage as we know it will be lost.

Problem

It's a consensus in the scientific community that climate change will have increasingly drastic effects on the environment. Despite this fact, a large majority of governments do not take the necessary steps to prevent it from happening. The French Association of Journalists for the Environment is actively involved in drawing attention to the issue.This is difficult in the current media landscape, which is saturated with conflicting messages and fake news that typically comes with political bias. Their goal was to create a tangible demonstration of the future effects of global warming in a way that would resonate with people. Wine is a beloved part of French culture, which is globally renowned, but more importantly is also something that will be very negatively effected by climate change. They wanted to highlight this fact – and it was quickly determined it could done in a way much more compelling than conventional media.

Result

Following the launch event of the limited vintage of Bordeaux 2050 and the uploading of Bordeaux2050.org and despite its poor taste it became the most Googled wine in the world. Consequently, the French Association of Journalists for the Environment received an increase of 27% mentions on social media, and 14% of funding from donations. French Minister for the Environment Nicolas Hulot welcomed the initiative. Bordeaux 2050 shook French wine circles before spreading to the wider scientific community then news worldwide. It generated over 500 million organic impressions across headlines among The Huffington Post, Le Figaro, L'Express, Franceinfo, Science and Future, triggering 100 000 social media mentions. Growing conversations on social media made key decision makers reconsider their skeptic and passive positions on climate change.

Media Type Case Study
Length
Global Executive Creative Director
Executive Creative Director
Executive Creative Director
Creative Director
Senior Art Director
Copywriter
Art Director
Art Director
Art Director
Copywriter
Creative Excellence Manager Europe
Creative Excellence Manager Paris
Chief Executive Officer (CEO)
Global Business Lead
Deputy General Manager in charge of Strategy
Strategic Planner
Head of TV
TV Producer / Art Buyer
Motion designer
PR Agency
PR Executive Vice President
PR Senior Vice President
PR Account Director
PR Senior Associate

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