With the year coming to a close and the cost of giving on the rise, Dentsu Creative (on behalf of dentsu Aotearoa) turned the obligatory agency client gift into something more helpful: a genuine Christmas gift to pass on.
Designed to be re-gifted, La Montée Champagne, which translates as ‘The Rise’, is both a beautifully designed comment on the soaring cost of living and a little something to help ease the pain this Christmas.
How? Well, as the label reads: “A homage to the second-best French invention (the hot air balloon), this obligatory agency gift easily transforms into the first – a neutral bottle of champagne ripe for re-gifting.” Simply “pull the tab to release a smidge of financial pressure”.
In pulling the tab, the label is transformed with the portion depicting inflationary pressures soaring across the New Zealand landscape and Dentsu Aotearoa branding, coming away to reveal a neutral bottle of Champagne ready for re-gifting.
What remains is an authentic Champagne brand that celebrates French brothers and inventors of the hot air balloon, Joseph-Michel and Jacques-Étienne Montgolfier, who can now be seen floating through the sky surveying the French region of Champagne.
La Montée Champagne follows an 8-year-long tradition of sharing the ‘Christmas Spirit’ with clients through beautifully crafted, Best Award-recognised drinks designed to capture the taste of the year.
“It’s lovely to be able to add another bottle to this longstanding tradition. Each one captures a moment in time, mapping out the agency’s history in a unique way – a reminder of the year that was,” says Anne Boothroyd, ECD, Dentsu Creative.
CREDITS
CREATIVE
Anne Boothroyd, Brad Stratton, Rob Longuet, Dentsu Creative
DESIGN
Steve Nute, Dentsu Creative
PRODUCTION
Si Pengelly, Jenni Doubleday, Dentsu Creative
ILLUSTRATION
Max Thompson, International Rescue
PHOTOGRAPHY + RETOUCHING
Yuki Sato, IDC
Scott Kelly, Dentsu Creative
LABEL PRODUCTION
Rapid Labels.
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