ESCAPE ORDINARY

Decoy, a revered wine brand around since 1985, was looking for help breaking out of wine’s standard advertising mold. The brand offers a wide array of varietals and holds the position as the best selling premium cabernet sauvignon. The wines are top notch, but the brand wasn’t building a mythology to match.

Enter Here Be Dragons. We rolled our sleeves up with a mere month and a half before the holiday wine sales season kicked off. Through our use of Creative Collaboration™ we worked hand-in-hand with Decoy to explore, refine, and execute a campaign that did justice to the beloved decoy that stars on every label of the brand’s wine.

Coming to life off label the Decoy calls out those who could use some more authentic originality to spice up their gatherings. The campaign—rolling out across OLV, on and offline radio, outdoor, digital display, and social media—launched in November to kick start the brand’s holiday season sales push.

Stay tuned. Results to come (and Spring to follow).