We were launching Fruits and Wine, a range of fruit flavoured, low alcohol wines. This isn’t a product for wine snobs. It’s much more fun than that! It’s for people who enjoy being spontaneous, and are looking for something cold and affordable to drink with friends, at any time of the day. We didn’t have a big budget for the launch. But we wanted to have a big impact. So the objective was to create an idea that would get people talking, and live on beyond its media appearance. We wanted to show, by literally using picnic blankets as our media, that Fruits and Wine could be at the heart of every picnic.

In this piece of outdoor, passersby in parks are invited to interact with a unique piece of outdoor – a billboard that distributes picnic blankets. Each billboard held 50 picnic blankets and could be reloaded with more. There were 11 different blanket designs.

The process began with adaptation of existing billboards, and research into possible fabrics to use for the picnic blankets. It was important that the fabrics be lightweight, but able to withstand being torn from the billboard, and not rip during use. Eleven international illustrators were engaged and given a fairly open brief. We really wanted to have a range of very different illustrations, so we encouraged them to draw in their personal styles. All that we asked was that a bottle of Fruits & Wine be featured in the centre of the illustration (they were free to interpret the bottle) and that the other elements were inspired by the universe of picnics.