2016 Winners & Shortlists

THE LANGUAGE OF WINE

BrandCHATEAU KSARA
Product/ServiceCHATEAU KSARA
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryAmbient Media: Small Scale
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON

Brief Explanation

Château Ksara is Lebanon's oldest and largest winery, which for more than a century continues to pioneer the Lebanese wine making industry. Founded in 1857 by Jesuit Priests, Chateau Ksara is today a national icon. Chateau Ksara’s former brand image had aged and did not reflect the winery’s rich history and true character. The agency took the initiative to recreate the identity in order to modernize the winery’s image by bringing back to life its rich heritage. In order to further expose the brand’s new identity, we created a limited number of special edition labels that captured the stories of the brand’s three most iconic buildings. The illustrations provided a different perspective of the story directly through the rituals of serving wine from a bottle, providing a different experience to consumers whether the bottle stood up on the table or if it was used to fill up a glass.

Creative Execution

In order to bring to life the brand’s full story, its heritage and true image, we identified the elements that are intimately linked to the winery’s visual universe. To bring these elements to life, we utilized the hatching illustration technique and a fable-esque storytelling approach. The isometric collages depict the life during night and day revolving around three iconic edifices of the land; the Chateau, the Observatory, and Le Prieure- all three of which have bottles named after them. These bottles were offered as a one off production of limited edition labels in specialized wine shops.

Results

Chateau Ksara had an identity crisis and an untold story. The new illustrations created a set of words and images that were rightfully representative of Chateau Ksara’s heritage, which were ultimately used on the limited edition bottles. Beyond its new identity, Chateau Ksara was able to create an innovative form of communication within the wine community; a complete and exhaustive visual language built around the language of wine and illustrations that made it easier for wine consumers to connect with the mystical wine world and with Chateau Ksara.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Executive Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Peter Mouracadde Leo Burnett Beirut Head of Communication
Caroline Farra Leo Burnett Beirut Creative Director
Davina Atallah Leo Burnett Beirut Creative Director
Diego De Aristegui Leo Burnett Beirut Planner
Sarah Harfouche Leo Burnett Beirut Jr. Planner
Marya Ghazzaoui Leo Burnett Beirut Senior Art Director
Christina Salibi Leo Burnett Beirut Art Director
Fabienne Weiszegger Leo Burnett Beirut Junior Art Director
Andrew Assi Leo Burnett Beirut Copywriter
Ugo Gattoni Freelancer Artist