This Billboard on a Deserted Island is Just Meant to be Discovered 

New US Campaign for wine brand Silk & Spice created by Lisbon creative agency Stream and Tough Guy 

• Premium wine brand Silk & Spice kick off the launch of a new awareness campaign across North America with a billboard installation on a deserted island.
• ‘Meant to be Discovered’ pays homage to the long standing historical connection between the USA and Portugal.
• Digital, social and point of sale executions across North America.
• Installation and film are a retrospective nod to the curious Portuguese who ventured across the Atlantic Ocean in the 15th century, keen to get to know their new world neighbours in North America.
• Created by Lisbon-based independent agency Stream and Tough Guy.

The somewhere billboard – Silk&Spice from Stream and Tough Guy on Vimeo.

Silk & Spice, a premium Portuguese wine brand imported and distributed in North America by Sogrape, have today launched a regional awareness campaign ‘Meant to be Discovered’  by installing a billboard on a desert island for a wine that’s just meant to be discovered.

Sat at an undisclosed location, the billboard has a box built into it containing a real bottle of Silk & Spice wine, a corkscrew and a wine glass for those fortunate enough to find it. A piece of treasure thats just meant to be discovered. The idea pays tribute to the long standing historical connection of exploration between the USA and Portugal, and celebrates wine lovers delight in the discovery of a delicious new wine.

Other elements of the ‘Meant to be Discovered’ campaign are digital, social and point of sale activations.  A film which runs on digital and YouTube, Facebook and Instagram channels shows the billboard installed on the island, just waiting to be discovered. It’s a retrospective nod to the adventurous Portuguese sailors who ventured across the Atlantic Ocean in the 15th century, driven by the curiosity to connect with their new world neighbours in North America.  

“This is the first big digital campaign for Silk & Spice, a great milestone in its path of success. It shows the brand’s ambition towards market’s expansion and to grow its awareness and reputation among consumers, getting closer and engaging them with its versatile range of wines”, said João Pedro Reis, Head of Marketing at Sogrape.

“It’s a billboard for practically no one to see, only those who happen to sail passed it. An over-the-top invitation to try a wine that’s for those brave enough to discover it.” added Miguel Durão, Creative Partner at Stream and Tough Guy.

The point of sale installations will be located in Sogrape retailers – including wine specialists – across Florida, Illinois, Massachusetts, Michigan, Minnesota, New Jersey, New York, Rhode Island, Texas and Wisconsin.

Silk & Spice is sold in several markets across the world, namely USA, Canada, Mozambique, Nordics and Brazil.

Credits

Client: Sogrape

Agency: Stream and Tough Guy

Production: Trix

Source: Stream and Tough Guy

  Silk & Spice, Stream and Tough Guy