The Perrin family chose Omedia to develop the new campaign for the famous Château Miraval rosé. Voted the best rosé wine in the world by Wine Spectator, the challenge was to make Miraval a real alternative to champagne. The agency’s recommendation was to focus on Miraval’s heritage and artistic expression, defying the traditional codes of wine, and to communicate this approach by drawing on the codes of luxury houses. A creation that appropriates the divine fruit and elevates it to artwork status through a contemporary installation that changes our perception of space and of taste, letting us see Miraval rosé wine in a different light.
Omedia created the “Art of Rosé” concept, a crossroads between the giant everyday objects of Claes Oldenburg, the pop art of Jeff Koons, and the fascinating cavities of Anish Kapoor.
A disruptive, resilient, poetic and aesthetic campaign shaped and designed like a genuine artwork. A large-scale media, press and poster campaign.
Photographer: Charles Helleu
Expertises: image strategy and Art direction, shooting, creation and production of the international advertising campaign.