South Africa’s sparkling wine market traditionally relies on imagery of formal weddings and major life milestones. J.C. Le Roux and TBWA Hunt Lascaris discarded this category convention with their new print and billboard work. The strategy aligns with the new brand directive to “Be Extra More Often” by encouraging consumers to mark small everyday achievements with a bottle of bubbles.
The creative execution centres entirely on the physical cork. The campaign features four distinct images capturing a close up of a cork embedded directly within a mundane but satisfying moment. These scenarios include cutting a fringe, completing a jigsaw puzzle, painting a statement wall, and hitting a work target.
The production team shot every image using practical in camera photography. They strictly avoided artificial intelligence and digital manipulation. This physical approach grounds the imagery in reality and forces the viewer to focus on the cork as the hero object. By placing the overlooked cork directly into the everyday scene, the campaign transforms discarded packaging into physical evidence of an unexpected win.
The media strategy targeted consumers across multiple high visibility channels. The print advertisements ran in major national publications, including The Sunday Times and The Sowetan. This was supported by expansive digital out of home placements and targeted point of sale posters at TOPS liquor stores throughout Gauteng. The digital billboards effectively commanded attention at scale using bold visual simplicity.
The campaign strips away the glamorous aesthetics typical of sparkling wine advertising. The modular design allows the brand to maintain relevance throughout the entire calendar rather than waiting for formal holiday seasons. The physical work shifts the cultural narrative by proving that accessible everyday celebrations do not require formal events.
Campaign Name: Make a Thing of It
Agency Name: TBWA Hunt Lascaris
Brand Name: J.C. Le Roux
Location: South Africa
