Turn Wine Into Art

Background

Over the past five years, the Spier brand has built its positioning around the concept that their products represent the ‘art in wine’. As such, the brand’s advertising has been showcasing wine itself (the actual liquid) as art. In keeping with this positioning, Joe Public developed the 'Spier Liquid on Canvas Challenge', a promotional campaign to drive in-store activity. Artists were invited to create works of art, using actual Spier wine as their medium, and various in-store elements generated from this art prompted consumers to enter a competition.