A 140-year-old house, finally speaking.

Château Perrin makes exceptional wine and had never advertised it, on principle. The principle survived until a new generation took over the estate and looked at the export figures. Canada was the first market. Nobody in it had heard of them.

We proposed the one thing the family would agree to: telling the truth slowly. A campaign called ‘Nothing has changed’ shot in the cellars over four days, featuring the people who have worked there for decades and not a single glass being poured.

The film ran in cinemas before the fall releases in Toronto, Montréal and Vancouver, with print in three magazines and nowhere else. Media was bought to be noticed once rather than seen everywhere.

The first Canadian allocation sold out before the second flight of the campaign. The family has since agreed to a second year.