Churchill’s campaign ‘Celebrate New Traditions’ shows how new traditions are created in a modern world. In line with Churchill’s new brand positioning – #RethinkPortWine.
The campaign introduces three moments of people of all ages drinking Port wine in their every day life.
Grandparents are more open-minded today and relationships between grandparents and grandchildren are different. To demonstrate this change in family traditions, the first moment shows a grandfather and grandson, sharing a glass of Late Bottle Vintage Port and taking selfies together after a relaxed dinner in a modern restaurant.
In our fast paced daily routines, something very casual can be transformed into something very special. To demonstrate the correlation between old and new traditions in father-son relationships, the second moment shows father and son getting their beards shaved in a traditional barbershop while drinking a 10 Years Old Tawny Port.
Women are powerful and independent today. Confronting the cliché of who drinks Port wine, the third moment shows a young lady, reading the New York Times, and drinking a glass of White Port.
To appeal to a young-minded and bold consumer, Churchill’s creative consulting agency The Asteroid chose an elevated fashion look and feel for the images and worked with photographer Ricardo Lamego and art director Ana Trancoso, who produce campaigns for big fashion magazines such as Vogue.
The Celebrate New Traditions campaign is another step on Churchill’s journey to challenge consumers to rethink moments and traditions connected with Port wine.
Rethink Port Wine is a movement, aiming to give a modern spirit to a traditional drink. It is about rethinking moments when to drink Port Wine. It‘s about changing the old perception of Port Wine as consumed by grand-parents, and only at very special special family moments. It’s a movement to make Port a classy, modern, relaxed and fun drink.