"This is the worst time to launch a new brand." TBWA London admits, but then they used this as an opportunity to stand out. Stuck with inventory of outdoor advertising, when nobody is outdoors, they created a campaign that cheekily makes fun of this predicament.
Mocking the outdoor media choice in itself may be memorable, because the ads though stand out with their tongue in cheek tone, but will the viewers (few as they may be - not counting us in earned and social media) recall that this is for canned wine? Of course, if you associate wine in a cane with whining, well then it makes perfect sense.
My personal favourite, not only because it reminds me of one of the Corona shirts I made in my shop, but because it forces a bit of interaction with the lonesome reader out for a stroll. "If you can read this... You're way too close". I also like the use of two posters to whine about a launch party nobody would come to.
To ensure at least someone will see their ad campaign, they launched a social media campaign as well.
Client: HUN wine
Ad agency: TBWA, London