Chelsea Nobbs, Creative Direction

Living Wine Labels

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 Living Wine Labels is an Augmented Reality App that activates “smart labels” — bringing brand stories and experiences to life.


Goal: Disrupt the wine aisle to steal share-of-voice from competitors while complying to “clean-store” policies (no reliance on POS displays).

Idea: We looked at behaviors in the wine aisle and used mobile to our advantage. Overwhelmed wine shoppers often search for reviews online before making their final selections. Now, when shoppers caught sight of our distinct labels they could search to find another surprise…Living Wine Labels, an augmented reality app that brought a whole new attitude to the wine aisle while introducing users to additional brands and experiences.

Results:

  • 3M+ Downloads (Globally)

  • 125M+ earned media impressions

  • Average app session duration of 3:39 minutes

  • 50+ unique experiences for 11 brands

  • Available in 75 countries & 4 languages

  • 4.3 stars on App Store

Press:

Awards:

  • 2019: Silver Effie // Brand Experience

  • 2019: Silver REGGIE // Creativity & Innovation

  • 2019: Gold Addy, National // Mobile Apps

  • 2019: Silver Addy, San Francisco // Innovative Use of Interactive/Technology

  • 2019: Silver Addy, San Francisco // Augmented Reality

  • 2019: Silver Addy, San Francisco // Mobile App

  • 2018: Bronze Caple // Innovation

CREDITS:

Sean DallasKidd, Executive Creative Director
Dora Lee, Director of Production
Chelsea Nobbs, Sr. Art Director
Liana Ogden, Sr. Copywriter
Joy Ohler, Sr. Art Director
Scott Iverson, Jr. Art Director
Sidra Butt, Strategist
Peter Randeria, Global Account Lead
Mary McGerity, Account Director
Remy Wainfield, Sr. Account Executive
Lindsay Tomek, Sr. Account Director
Stella Guimaraes, Sr. Account Executive
Tactic Studios, AR Production
JWT, Melbourne
FGMNT, AR Production

Art Direction for Acacia Print + Display Ads

STERLING VINEYARDS SOCIAL CONTENT 2018-2019

Print + Display + OOH Campaign

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EMBRAZEN

 
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Product Development + Brand Guidelines + PR Mailers

Goal: Create a product that would celebrate the spirits of groundbreaking women, without pink-washing or “femvertising” to our millennial consumer.

Result: Upon launch emBRAZEN earned 165MM impressions, and became Treasury Wine Estates’ fastest-ever listed new brand.

AR Experience: The AR experience brought the stories of three trailblazers to life, giving each woman the chance to tell her own story.
Click here to view the emBRAZEN AR Demo.

Social Media Campaign + Content: Like the label, the Take Up the Torch campaign was a celebration of tenacity. The purpose-driven campaign put a spotlight on modern women who were making positive strides in their communities, giving them a chance to share their story and win $25,000.

Press:

Awards:

2019: Bronze Addy // Online/Interactive Branded Content & Entertainment