Stel + Mar, a premium California wine in easy-to-carry format, was entering the Ontario market during the start of a global pandemic. There was no opportunity to put the product in people's hands at the usual go-to places - concerts, sports events or any other outdoor attractions.
So, we turned people's driveways, houses and neighbourhoods into Stel+Mar tasting spots.
People could control where the Stel + Mar's free wine caravan goes next via Instagram polls and get to rally their neighbours for a chance to bring some free wine to their neighbourhood.
Watch the campaign video below.