Phones down. Glasses up. Château Ste. Michelle had its sights set on younger LDA drinkers with a focus on live music. Team One’s idea sprung from a target insight shared by so many music lovers. We found that they were torn between capturing the moment for their social and being able to fully experience it phone-free.

The “Raise a Glass” campaign came to life through a mix of pop-up shows, tailored wine-music pairings, and epic experience giveaways, with the brand giving music fans a reason to stow their phones. Team One developed the launch video for the program accompanied by a takeover on Rolling Stone, as well as a refreshed visual language to aid in attracting younger consumers. By helping concertgoers reconnect with the experience at hand, we carve out a place for Château Ste. Michelle as a purveyor of unforgettable concerts, moments, and of course, wine.