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A break with tradition
The tried and trusted legacy of 74 year-old wine Chateau Libertas, "A tradition of quality since 1932", has led to a radio campaign with a simple message - don't mess with a classic.
This in turn inspired BBDO Cape Town to explore brand-building work that could be captivating even on radio, not a traditional medium for wine but certainly suited to the creative idea and the target market's media preferences.
Using the famous words of Shakespeare, the artistic subtlety of the Mona Lisa, the sleek elegance of a 1955 MG and references to the King's blue suede shoes as a series of classics, the radio ads go on to present rather humorous suggestions of how those very classics could have been tweaked way back in the day.
These "what if" scenarios are used to illustrate that fact that sometimes it's best to leave things just the way they were created.
Listen to the ads here:
Radio Ad 1 (255KB)
