ABC was the #1 spirit & wine purveyor in Florida but they lacked a true, recognizable voice. Since Florida had been their home for 80 years, I tapped into a tone they could call their own-- one Floridians could recognize and love.
Following the billboard launch, they experienced their best q4 in, well, 80 years.
• The backstory and context of the project
ABC Wines is a Florida staple, and has been around for 80 years yet didn't really do much 'creative' advertising. But sales were lagging and they got a deal for a bunch of billboards yet had nothing to say. The quarter after the billboards were up was their best quarter in their 80 year history.
• The problem you were solving
• The problem you were solving
While the primary goal was to boost sales, ABC Wines had no voice, no point of view beyond wanting folks to know they were Florida in their heart.
• How you solved it
• How you solved it
Cheekily. It's liquor in Florida. Light and fun (especially since this was late pandemic times). While I didn't want to go full Florida man, I wanted to give nods to things Floridians knew and loved intermixed with other clever lines.
• Your specific personal contribution
• Your specific personal contribution
I led the entire project, coming up with the voice, writing the lines, and handling all client communication surrounding the creative.