winning.work

Client:

Agency (including in-house):

Mekanism

Description: A brief description of this work and the creative idea:

What we made wasn’t an ad. It was a series of thumb-stopping entertainment closely mirroring a Netflix show trailer. Which we then launched on Netflix socials. Fans were convinced they were previewing a new Love Is Blind season, with no idea they were actually watching videos for the new Cupcake Vineyards partnership: Love Is Wine.

The wine was more than a marketing product: it became a tangible piece of the show. Love Is Wine let fans live out their Love is Blind fantasy by expanding the world of LIB into their living room and amplifying their fandom.

The Brief: What were the main challenges? What were the key objectives? :

In a world where spiked seltzers and celebrity-backed liquors get all the buzz, Cupcake Vineyards wanted some of that buzz for itself. Specifically, they wanted to create more cultural relevance, become a talked about wine brand on social media, and drive sales in retail. Netflix wanted to create a product for fans that brought Love Is Blind into the homes of fans, and spark conversation ahead of the Season 6 premiere on social. We needed to launch a collaboration between the brands with two goals: Stay authentic to both brands and break through the incredibly competitive streaming landscape.

Solution + Results: How did you solve the brief? What were the top three results?:

To launch our 'Love is Wine' campaign we created as a series of teasers and trailer videos on Netflix’s social handles.
We tapped some of the most loved and notorious ‘Love Is Blind’ alumni to head back into the pods and meet their perfect pairing - a chilled bottle of Love Is Wine Chardonnay.
The bottles sold out online in under 24 hours.
Our alumni influencer posts garnered an additional 376M+ impressions.
The videos received more than 19M organic views on Netflix’s Love Is Blind Instagram alone.

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

Love Is Blind is one of the most talked about Netflix series, #1 in the US the week Season 6 launched (NETFLIX).
In LIB, singles sign up for a less conventional approach to modern dating, and choose someone to marry without ever seeing them. The series uncovers whether looks, race, or age matter — or if love truly is blind.
LIB features iconic golden goblets cast members sip from while they fall in love - a perfect pair for Cupcake Vineyards, the country’s #1 chardonnay.
Since reality TV goes hand in hand with wine, we created an iconic golden bottle to match.