Xperiencia

Challenge

The challenge was to create a new, special edition Cava for Spain and France that was cocktail friendly; something stunning that would specifically reflect the charismatic nightlife of Barcelona.

Packaging

We began by focusing our creative juices on the most essential element of the campaign: Barcelona’s nightlife. We were inspired by the fast pace and bright city lights of this Catalan city and wanted to express a sensation of constant movement. We experimented with golden sparks and electric blue streaks that whirled around in the air, reflecting the verve of Catalan nightlife. As a classic element of Freixenet and a symbol for starry nights, we also incorporated sequins into the design.

This brand’s bottle had to be as visually striking as possible. Considering the importance of the night, we designed a sleeve with a very particular finish that would react to the presence of a black light; transforming the blue of the streaks on the sleeve’s design into an electric blue. Determining the exact hue required was an incredibly in-depth process, but one which finally resulted in a high-impact design that turned heads.

Key Visual

The Key Visual incorporates the golden sparks and the electric blue streaks to create a sensation of constant movement. The gold sequins reflect the bubbles of the wine and the famous Freixenet Bubbles. The nighttime setting seductively targets the busy and active Millennial consumer.

Target

This campaign was originally designed for consumers, principally located in Spain and France.