In a year where we’re often at a distance from one another, at the center of the new campaign Moon Howl. Whether across the country or down the block, many people are looking for new ways to connect and share experiences besides a Zoom call. Drawing on this insight, 14 Hands Winery (one of the brands a part of the Ste. Michelle Wine Estates portfolio) partnered with Team One, to launch Fall is Better Together.
This ad spotlights that desire for connection, especially as the weather starts to cool and we retreat back to our homes. The spot shows two wine drinkers getting creative about sharing a moment by howling at the full moon. The creative team at Team One drew inspiration from an actual cultural phenomenon which took place earlier this year when people were in lockdown (they suspected wine was involved).
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The fun, seasonal spot aims to connect with 14 Hands Winery’s key consumer, the “elder millennial.” While these social butterflies can’t do all the things they normally would, with a little creativity there’s always a way to connect with friends and loved ones.The spot will run across Connected TV nationally, with a focus on the Seattle and Dallas markets. The new campaign also includes social elements, OOH and digital placements.