AHR Valley Wine Region: #flutwein – our worst vintage

Flutwein, a wine brand, raised money to rebuild the Ahr wine region by selling mud-coated wine bottles in exchange for donations.

Campaign details

Brand: AHR - A wineregion needs Help for Rebuilding e.V.Agency: Seven.One AdFactory / Creative HouseRegion: EMEA

Strategy

Objective

In contrast to typical fundraising campaigns, the #flutwein campaign focused on the wine bottles, and created high-quality iconic images and the feel of a new brand.

The unconventional financing via crowdfunding – instead of the usual donation – also created attention and multiplied effects through the crowd. The classic TV and OOH campaign provided high visibility among the masses from the start. Influencers were involved in #flutwein, and created additional reach and relevance among their...

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