Outdoor > Culture & Context
FARNER PR, Zurich / AL MULINETTO / 2023
Overview
Credits
Background:
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.
Describe the Impact:
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
Please tell us how the work was designed / adapted for a single country / region / market.
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 artificial 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
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
The vineyard „Al Mulinetto“ is situated high above Lake Maggiore
in the Swiss canton of Ticino. It is run as a second-generation family business
and cultivates a total of over two hectares of vineyards. The brand stands for
exclusivity, premium products and surprise. This is also being reflected in their communication: Under the campaign slogan “The fine art of drinking”, selected creatives from all over the world have been designing Al Mulinetto posters for years. As those illustrations have won numerous awards and are highly regarded in the media and at exhibitions, Al Mulinetto continuously seeks new ways of how to promote their products. Last year, they aimed for a campaign that would visualize the taste of their beverages.
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