The original premise of the campaign was to visualize "what wine tastes like". To do this, the artificial intelligence was fed with production descriptions from Al Mulinetto as well as tasting notes from renowned wine journalists. With inputs such as "dry, full-bodied aroma," hundreds of images were generated. Designer Grit Wolany then refined the result. Art direction focused primarily on the large glass that forms the focal point of each poster. With the help of various elements, the contents of the glass symbolize the taste of the product in an impressive way. To visualize this, for example, very intense colors were chosen. In addition, the art direction is characterized by the fact that there is no image of the product or the logo of the winery on the realizations. The posters are characterized only by the flavor component and the simple typography.

Instead of having humans with their individual creative mind illustrate new posters, Al Mulinetto commissioned for the first time a digital artist to create posters in collaboration with the combined force of artificial intelligence. For this, the campaign slogan evolved to “The contemporary art of drinking” to reflect the use of the newly available AI-tools.

The initial premise of the campaign was to visualize “to see how the wine tastes”. For this the artificial intelligence was fed with production descriptions of Al Mulinetto together with tasting notes from renowned wine journalists. With inputs like "dry, full-bodied aroma", "the Merlot characteristic spicy tone" or "of great structure and elegance", hundreds of visuals were generated. From there the designer Grit Wolany refined and condensed the output more and more. The result is a poster series with one subject per product and one general poster. These visual were used on the point of sale as well as on billboards around Zurich.

The Al Mulinetto campaign generated huge attention in the

Swiss market and far exceeded its targets.

As in every country, the media in Switzerland have reported

intensively on artifi cial intelligence. The Al Mulinetto campaign

quickly became the central focus of this discussion and

generated an enormous amount of earned media.

For example the “Tagesanzeiger/Sonntagszeitung”, one of

the largest swiss newspapers, featured the campaign on its front

page. Their reach is over one million readers (MACH Total

Audience 2023-1), which is more than one seventh of all adult

Swiss citizens. Or Falstaff, the leading wine-, gourmet- and

travel magazine in the German-speaking world, also reported

extensively on the campaign.

Product orders more than tripled within a short time compared

to the previous years and there was a real hype around the

Al Mulinetto poster prints.

https://www.tagesanzeiger.ch/in-der-schweiz-tauchen-erste-ki-

werbekampagnen-auf-145783340792

https://www.falstaff.com/ch/news/weingut-al-mulinetto-prae-

sentiert-ki-generierte-weinplakate