BORDEAUX 2050

ClientAJE
Category B02. Public Affairs & Lobbying
TitleBORDEAUX 2050
Product/ServiceWINE BOTTLE
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
Credits
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

Why is this work relevant for PR?

Multinational companies, political parties and environmental organizations communicate conflicting messages about climate change to the public. In the media-storm, it's hard to distinguish fact from fallacy. The French Association of Journalists for the Environment created Bordeaux 2050, a wine grown under 2050 climate conditions if global warming isn't stopped, a tangible and evidence-based indicator of the effects to seize the public's attention. A wine-tasting at the Museum of Wine in Paris gathered politicians, scientists, journalists and opinion leaders. It created significant controversy from the French wine circles to the entire society, which spread into the public discourse catalyzing change.

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

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 worldwide awareness of global warming,in the two biggest CO2 emitter countries, only 56% of Americans and 18% of Chinese consider climate change as a major threat. As an average increase of 2°C over decades is not perceptible by the human body, people ignore the increasingly disastrous impacts on the environment already happening today. The French Association of Journalists for the Environment needed to make global warming more than just another news headline. We aimed to make it tangible and relatable to people. Our goal was to create a tangible proof of the future effects of global warming. This had to resonate emotionally with people in their present life, to make them realize the concrete consequences climate change will have on their life, and make them understand the urgency to take action.

Describe the execution

The first step was working with climatologists to gather weather data on the next thirty years. The second was partnering with oenologists and scientists to determine how that data effects wine made in Bordeaux. The third step was creating Bordeaux 2050 using grapes from parts of the world that are already exposed to those extreme conditions. The result was an inferior composition: 2-4 degrees heat waves diminished the aroma, drought gave a bitter and drier taste and devastating frost and hailstorms caused fruit wastage. The special vintage was launched in the Museum of Wine in Paris at an event gathering key decision makers: journalists, scientists, sommeliers as well as influential members of the French political elite. 400 bottles were sent to the major French climate skeptics. For the first time in history, they were forced to taste the negative effect of climate change, which they previously ignored.

List the results

Bordeaux 2050 shook French wine circles before spreading to the wider scientific community then news worldwide. It generated over 500 million organic impressions across headlines among The Huffington Post, Le Figaro, L'Express, Franceinfo, Science and Future, triggering 100 000 mentions on Facebook, Instagram and Twitter, triggering concerns around climate change's impact on our lifestyles. Despite its poor taste it became the most Googled wine in the world. 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 AJE invited people on Bordeaux2050.org to order and taste for themselves.