Gabriel Meffre, Diamond Estates begin Fat Bastard campaign
By Adnews Staff
Winery Gabriel Meffre and distributor Diamond Estates Wines & Spirits have begun an advertising campaign in support of the Fat Bastard Wines brand. The out-of-home campaign, called "What kind of bastard are you?" is taking place in Toronto and Vancouver. The creative, developed by Gilbert & Davis Communications of Toronto, consists of billboards on construction hoardings depicting various types of bastard, including the Sexy Bastard, the Funny Bastard, the Lazy Bastard and the Glorious Bastard. Each ad also incorporates a quick response code that directs consumers to the website at <http://www.fatbastardyourself.com>. Visitors to the site can create customized "Bastard" posters and share them via social networking sites. The four-week campaign uses the tagline, "A French wine for every kind." "The central approach is a print campaign based on demonstrating 'living large' and celebrating bastards," said Wendie Scott Davis, creative director at Gilbert & Davis. "The campaign will show both males and females living large as individuals, such as a Yodeling Bastard, Musical Bastard, Vintage Bastard, or Snazzy Bastard."