2010 Winners & Shortlists

Results and Effectiveness

The level of people’s engagement around the campaign was very high which contributed to unprecedented business growth since the start of Chateau Ksara brand communication: Sales were boosted by 23% (“Chateau Ksara best year” according to Me Charles Ghostine – General Manager.)

Creative Execution

The agency spread corks with stories written on them, randomly on the bar and tables in several trendy pubs and restaurants. People were inspired and engaged to order Ksara wine and write their own stories on the cork in remembrance of the moment they shared.

Insights, Strategy and the Idea

Leo Burnett Beirut’s challenge was to communicate Chateau Ksara through a contemporary and modern campaign, which appeals to the younger (18+), more dynamic and more curious wine lovers that are growing by the day and shifting to wine drinking v/s other alcoholic drinks. Our target being less exposed to traditional media, the agency created an unconventional media, to narrate everyday’s wine stories. Ksara’s cork – symbol of the brand – became thus a witness, a keeper of little secrets and a written proof of memories.