| Заголовок | Bordeaux 2050 |
| Brief | To give people the real taste of global warming, we decided to launch a new wine: we created Bordeaux 2050. We partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050.The result was an inferior composition: 2 to 4 degrees heat waves diminished the aroma, drought gave a bitter and drier taste, devastating frost and hailstorms caused fruit wastage. The special vintage of 400 bottles was launched in the Museum of Wine in Paris at an event gathering key decision makers: journalists, scientists, sommeliers as well as influential members of the French political elite, including climate skeptics.Following the launch event of the limited vintage of Bordeaux 2050 and the uploading of Bordeaux2050.org and despite its poor taste it became the most Googled wine in the world. Consequently, the French Association of Journalists for the Environment received an increase of 27% mentions on social media, and 14% of funding from donations. UN Climate Change Executive Secretary, Patricia Espinosa, welcomed the initiative. Bordeaux 2050 shook French wine circles before spreading to the wider scientific community and then news worldwide. It generated over 500 million organic impressions across headlines among The Huffington Post, Le Figaro, L'Express, Franceinfo, Science and Future, triggering 100 000 social media mentions.For the first time in history, climate-skeptics were forced to taste the negative effect of climate change, which they previously ignored. |
| Агентство | McCann Paris |
| Кампания | Bordeaux 2050 |
| Рекламодатель | AJE |
| Бренд | AJE |
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| Global Executive Creative Director | Adrian Botan |
| Executive Creative Director | Riccardo Fregoso |
| Executive Creative Director | Julien Chiapolini |
| Creative Director | Sebastien Boutebel |
| Creative Director | Guy Lewis |
| Senior Art Director | Cesar Garcia |
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| Art Director | Clara Bazin-Vinson |
| Art Director | Adrien Lavayssière |
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| CEO | Bruno Tallent |
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| Deputy General Manager in charge of Strategy | Erik Bertin |
| Strategic Planner | Palmyre Betremieux |
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| Account Director | Gilles Beaujean |
| Director | Alexandre Tissot |
| Producer | Aurélie Chevalier |
| Producer | Romain Manson |
| Sound Engineer | Ludovic Tartavel |
| Entrant Company | McCANN PARIS |
| Idea Creation | McCANN PARIS |
| Production | LES IMPRODUCTIBLES |
| Production | STUDIO GRANDE ARMEE |
| PR | WEBER SHANDWICK |
| Additional Company | M STORIES |
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