The Wines of France came to our agency with a problem. People knew French wine was good but they weren't buying it. Mostly due to confusion, and also the perception that French wine was traditional and stuffy. Our job was to simplify how these wines were categorized (in France it's by region not grape as most are used to) and also deliver the information in an exciting and friendly way. Our solution was Francois. A lonely mime who breaks his vow of silence – only when it comes to delicious French wine – to get out into the dating world.
'As French-flavored accordion sounds flow in the background, visitors can watch videos of Francois go on dates with three different women. Each woman is complemented by a different set of wines depending on her personality type, ranging from soft & subtle to big and bold. The videos conclude with each female giving their review of the date with Francois, who only speaks up when the topic is wine.' - Creativity Online
All of this was hosted on a microsite which also included tasting notes of all of the wines as well as food pairing with downloadable recipes for consumers to further engage with the products. And if they wanted to get to know Francois a little better he had his own Facebook page and YouTube channel. In store bottle toppers and shelf talkers were also featured inside LCBO stores to bring everything together.
'As French-flavored accordion sounds flow in the background, visitors can watch videos of Francois go on dates with three different women. Each woman is complemented by a different set of wines depending on her personality type, ranging from soft & subtle to big and bold. The videos conclude with each female giving their review of the date with Francois, who only speaks up when the topic is wine.' - Creativity Online
All of this was hosted on a microsite which also included tasting notes of all of the wines as well as food pairing with downloadable recipes for consumers to further engage with the products. And if they wanted to get to know Francois a little better he had his own Facebook page and YouTube channel. In store bottle toppers and shelf talkers were also featured inside LCBO stores to bring everything together.
Credits:
Art Direction, Video Direction & Design: Lisa McCoy, Writer: Lino DiNallo, Interactive & DOP: Colin Sharp, Production: Barb Gibson
Video introduction to the website. Francois breaks his silence with a monologue about french wine.
'Wining, Dining & Miming' game show slide on website.
Game show home with live video of the possible dates. While Francois mimes, the girls nervously wait to be chosen. Each gives a brief introduction on rollover. You help him choose - 'Soft & Subtle date with Anne the book keeper, a 'Medium & Balanced' date with Mary who works in middle management, or a 'Big & Bold' date with Scarlet the tango instructor.
Francois on a date with his soft and subtle book keeper. Videos were on the website as well as a youtube channel.
After the dates the site linked you directly to the corresponding wines in that section. When clicked on tasting notes and recipe cards were also shown.
In store bottle toppers featuring Francois miming out the three categories all wines were put into.
In store product cards in Francois' voice helping consumers with their picks.
Example of the printable version of the recipe cads & tasting notes.
Animated web banners featured Francois literally trapped in a box trying to mime his way out. These clicked through to the site.
