Creative Director / Art Director
Case 19 / 31
An underground identity inspired by Prohibition for great wines at barely legal prices.
SmartBuy Wines is an online store offering quality wines at remarkably low prices. The line “Great wines at barely legal prices” became the starting point for an identity inspired by the underground world of Prohibition.
Everything was disguised, from business cards and direct mail to shipping boxes and wine accessories. Mysterious trapdoors installed in selected bars and restaurants extended the idea into the real world and led curious visitors to the website.
Within weeks, the campaign generated wide online coverage, nearly doubled the sales target and attracted 10,000 unique visitors, more than 900 subscriptions and over 300 new SmartBuy Club members.
Films02
Campaign28
