Title	BORDEAUX 2050
Brand	AJE
Product/Service	WINE BOTTLE
Category	C01. Use of Data Driven Insight
Entrant	McCANN PARIS, FRANCE
Idea Creation	McCANN PARIS, FRANCE
PR	WEBER SHANDWICK Paris, FRANCE
Production	LES IMPRODUCTIBLES Paris, FRANCE
Additional Company	M STORIES Paris, FRANCE

Name	Company	Position
Adrian Botan	McCann WorldGroup Europe	Global Executive Creative Director
Riccardo Fregoso	McCann Paris	Executive Creative Director
Julien Chiapolini	McCann Paris	Executive Creative Director
Sebastien Boutebel	McCann Paris	Creative Director
Guy Lewis	McCann Paris	Creative Director
Cesar Garcia	McCann Paris	Senior Art Director
Julio Alvarez	McCann Paris	Senior Copywriter
Mateo Fernandez	McCann Paris	Art Director
Clara Bazin-Vinson	McCann Paris	Art Director
Adrien Lavayssiere	McCann Paris	Art Director
Claire Pages	McCann Paris	Copywriter
Carmen Bistrian	McCann WorldGroup Europe	Creative Excellence Manager Europe
Esmee Khoujlani	McCann Paris	Creative Excellence Manager Paris
Bruno Tallent	McCann Paris	Chief Executive Officer
Cedric Vanhoutte	McCann Paris	VP, Global Business Leader
Erik Bertin	McCann Paris	Deputy General Manager in charge of Strategy
Palmyre Betremieux	McCann Paris	Strategic Planner
Lionel Courtiaud	McCann Paris	Head of TV
Matthieu Tombarelle	McCann Paris	TV Producer
Valentin Audubon	McCann Paris	Motion designer
Jefferson Lellouche	McCann Paris	Content Producer
Arnaud Pochebonne	Weber Shandwick France	Executive Vice President
Eloi Asseline	Weber Shandwick France	Senior Vice President
Emilie Barrail	Weber Shandwick France	Account Director
Cecile Pochard	Weber Shandwick France	Senior Associate
Gilles Beaujean	M’ Stories	Account Director
Alexandre Tissot	Les Improductibles	Director
Aurelie Chevalier	Les Improductibles	Producer
Romain Manson	Les Improductibles	Producer
Axel Balakrishnan	Les Improductibles	Assistant Director

Describe the use of data, or how the data enhanced the campaign output

Using projected climate data and weather schemes allowed Bordeaux 2050 to be a tangible proof of climate change. According to a data projection of a global 4°C increase in temperatures, viticulture in the Bordeaux region is expected to be drastically affected. Using projected climate data of the next 30 years, engineers applied the traditional techniques of assemblage on selected grapes varieties used for Bordeaux, grown in different parts of the world which already present the projected weather and soil conditions: 38% came from Andalusia, where 2 to 4°C heat waves diminish the aroma; 32% from Tunisia where drought gives a bitter and drier taste; 30% from Languedoc Roussillon where devastating frost & hailstorms cause fruit wastage. By using data and models to predict the climate parameters of 2050 and their effect on viticulture, Bordeaux 2050 became a visceral and data-based way to experience the negative effects of climate change.

Why is this work relevant for Media?

Bordeaux 2050 was created to counter the lack of global action against global warming. Today, a large majority of governments do not take the necessary steps to act on it. Tangible proof was needed. The vintage was presented during a seemingly ordinary wine-tasting event at the Paris Museum of Wine, gathering key decision makers, who have a major influence on the course of climate change. By distilling abstract data of climate change into a brand of wine that people can hold and savor, Bordeaux 2050 literally put the responsibility of the future of our environment in their hands.

Background

It's a consensus in the scientific community that climate change will have increasingly drastic effects on the environment. Despite this fact, a large majority of governments do not take the necessary steps to prevent it from happening.The French Association of Journalists for the Environment is actively involved in drawing attention to the issue. This is difficult in the current media landscape, which is saturated with conflicting messages and fake news that typically comes with political bias. Their goal was to create a tangible demonstration of the future effects of global warming in a way that would resonate with people. Wine is a beloved part of French culture, which is globally renowned, but more importantly is also something that will be very negatively effected by climate change. They wanted to highlight this fact – and it was quickly determined it could done in a way much more compelling than conventional media.

Describe the creative idea/insights

People hear about climate change, but can't feel its future effects. By appealing to reason through our most indulgent sense, Bordeaux 2050 was designed to be emotional and terrifying but ultimately inspiring: it invites people to take action by showing how climate change effects something they cherish. Using future-projected weather data, Bordeaux 2050 was conceived to simulate the weather conditions of a Bordeaux grown in 2050 if climate conditions don't improve. This required compiling data related to the impact of global warming on the environment (IPCC Climate Change 2013). Climatologist studies were then used to understand the effect of climate change specifically on wine cultivation and quality (INRA, Harvard University, 2018). Oenologists selected present day grapes cultivated under these projected conditions. The result is diminished, bitter and unpleasant. What was once abstract data, is distilled into Bordeaux 2050, a poignent reminder of our shared responsibility.

Describe the strategy

Our starting point was a lack of consideration regarding climate change consequences. Despite global awareness, in the biggest CO2 emitting countries, only 56% of Americans and 18% of Chinese consider climate change a major threat. As an average increase of 2°C is imperceptible, people ignore the disastrous environmental impacts already occurring. As studies have proven, sensoriality multiplies engagement and reasoning (Sense and Sensibility: the Impact of Sensory Input on Moral Judgments, 2012), while individual emotional experiences effect willingness to support environmental policies (The Role of Emotion in Global Warming Policy Support and Opposition, 2013). The French Association of Journalists for the Environment needed to make global warming more than just another headline: tangible proof was needed. This had to resonate emotionally with people in their present life, make them realize the concrete consequences climate change will have on their life, and understand the urgency to react.

Describe the execution

Bordeaux 2050 was developed in a laboratory based in Merignac, at the heart of the French wine region. According to data projection of a global 4°C increase in temperature, viticulture in the Bordeaux region will be drastically affected. Using this projected climate data of the next 30 years, engineers applied the traditional techniques of assemblage on selected grapes varieties used for Bordeaux. The grapes were grown in different parts of the world which are already exposed to the projected weather and soil conditions: 38% came from Andalusia, where 2 to 4°C heat waves diminish the aroma; 32% from Tunisia where drought gives a bitter and drier taste and 30% from Languedoc Roussillon where devastating frost & hailstorms cause fruit wastage. Using future climate projections and weather schemes transformed Bordeaux 2050 into tangible proof of climate change exposing the future consequences if no major action is taken today.

List the results

By using data-based design, Bordeaux 2050 shook French wine circles as an evidence of climate change's reality, before spreading to the wider scientific community and worldwide news. Despite its poor taste it became the most Googled wine in the world. It generated 500 million organic impressions among The Huffington Post, Le Figaro, L'Express, Franceinfo, Science and Future, triggering 100 000 mentions on Facebook, Instagram and Twitter and concerns about climate change's consequences. The growing social media conversation made key decision makers reconsider their position on climate change, while a tasting session by Sciences & Avenir gathering influential climate skeptics convinced them of its evidence. The initiative has been hailed by UN Climate Change Executive Secretary Patricia Espinosa. The people were invited on Bordeaux2050.org to order and taste for themselves.