Edenvale
Social Targeting ‘sober curious’ Millennials and Gen Z, we set out to turn heads in the non-alcoholic wine category, shaking up perceptions and showing that fun, connection and celebration don’t require alcohol. With the ‘sober curious’ movement growing among Millennials and Gen Z, the campaign aimed to position Edenvale as a bold, modern choice while reinforcing its award-winning reputation.
Insights revealed a rising movement of mindful drinkers seeking a “damp” lifestyle — finding new ways to enjoy social moments without alcohol.
The creative idea was simple: fun doesn’t need booze. Teaming with photographer Troy Freyee, we captured friends on a staycation, relishing spontaneous moments. Playful art direction brought everyday moments to life with energy, joy and cultural currency.