Fat Bastard Wines' producer Gabriel Meffre and Diamond Estates Wines & Spirits, of Toronto, is launching a "What kind of bastard are you?" out-of-home campaign that features QR codes for Fat Bastard wine. The campaign will appear on construction hoarding at multiple locations in Toronto and Vancouver this week. Fat Bastard is produced by the French company, Groupe Gabriel Meffre.
Hoarding "billboards", 6 x 8 feet in size, will be created. They will feature multiple 24 X 36 inch posters that depict different kinds of Bastards, such as Sexy Bastard, Funny Bastard, Lazy Bastard and even Glorious Bastard. A total of 32 posters will be interspersed throughout the 4-week campaign. Each poster has unique imaging with the tagline "A FRENCH WINE FOR EVERY KIND" and a QR Code embedded to invite passersby to use their smart phones to check out the campaign website . The company does not recommend a specific app for scanning the code, rather they are directing viewers to the Apple App Store or the Android Market to choose for themselves. Once the QR code is scanned and visitors arrive at FatBastardYourself.com, they will be able to create their own Bastard posters and share with friends via the website, email and Facebook. The campaign was developed by industry veterans Dave Snider, art director and Wendie Scott Davis, creative director; both of Gilbert + Davis Communications in Toronto.
"The central approach is a print campaign based on demonstrating 'living large' and celebrating bastards," says Wendie Scott Davis, vp and creative director of Gilbert + Davis. "The campaign will show both males and females 'living large' as individuals, such as a Yodeling Bastard, Musical Bastard, Vintage Bastard, or Snazzy Bastard."
"Our goal for the campaign is to instil in these urban populations that Fat Bastard is a French wine that can be enjoyed by every conceivable type of person, that it is indeed a wine for everyone," says Murray Marshall, President and CEO, Diamond Estates Wines and Spirits.
Fat Bastard is available at fine wine shops across the country in varietals including Merlot, Shiraz, Cabernet Sauvignon, Pinot Noir, Chardonnay and Sauvignon Blanc for about $14.95 - $16.99. Exclusive to Ontario is a special 250ml Shiraz.
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