Bodegas Luzón asked us to generate a campaign and the design of a solidary Packaging whose profits would benefit an NGO.
For the creation of this campaign, for which we have the support of the Spanish NGO Fundación Pequeño Deseo, we wanted to do something very limited and unique, where family values, one of the main themes of Por Tí wine, and solidarity would be evident.
To this end, we asked for the collaboration of the Cruz de Piedra school in the Murcian town of Jumilla, so that the children of the 1st grade of primary school attend the winery and directly intervene in 150 labels of Por Tí, creating unique designs through their colors and inspiration. Unique and very special editions that went on sale in September 2022.
Along with the label design itself, a making-of video was produced that you can see it at this link., as well as a press and presentation campaign. Some of the bottles were sent to different personalities, who echoed them.
The total of 150 bottles were sold in the first two months of the campaign, in addition to generating a huge reach that boosted the winery's own brand image.
