media hacking
wine advertising

// the problem

israeli regulations limit alcohol advertising in tv commercials.

// the brief

find a creative way to bypass this regulation so teperberg can freely tell its brand story where other alcohol brands can’t.

// the insight

to stand out from other brands, we needed to think outside the box—literally. we realized that while the regulation applies to tv advertisements aired during commercial breaks, it doesn’t apply to a specific type of content within them: movie trailers.

// the results

a 56% increase in brand awareness, elevating teperberg to become the third most recognized wine brand in israel, and a 120% increase in sales.

// recognition

golden drum, new york festival advertising awards.