Last year’s McGuigan Wines’ Bring a Mcguigan campaign was extremely successful in shaking up the discussion and etiquette behind bringing wine to an occasion.

The challenge for this year was to evolve the campaign and maintain the same tone and humour, while bringing a new facet to the conversation.

Our solution was to bring to life a series of “Awkward Moments” and re-enforce their core brand message - Bring a McGuigan!

The irreverent tone behind this campaign spurs people to do just that by reminding them of a time when they didn’t or they should have. This atypical wine ad’s comedic tone is brought through by cringing in the faces of other wines.

Just remember next time!

A full Through The Line Campaign: National Outdoor, Print,

Office Media, Display ads and National Off Premise program.

The UK Brand Manager felt the market would respond better to a positive tone, so we adapted our approach with a flip of the messaging. We assembled a set of characters engaging positively with the wine and created a different energy while maintaining engaging communication pieces.