After a year shadowed in uncertainty and social isolation, BAIE Wines had a mission to lead the way in what gift-giving under COVID-19 looks like – gifts that make a social connection in a time of considerable social distance.

With their range of wines being a popular Christmas gift, the holiday season posed the perfect time to bring this idea to life. BAIE Wines recruited Circus Media to help conceptualise and design a new way to personalise the wine gifting experience and bring that sense of connection to Christmas.

A new feature was developed that integrated with the existing BAIE Wines online store and gives shoppers the ability to record personalised video messages for their recipients.

To promote the launch of the feature, Pixel Workshop were brought on board by Circus Media to create content for a video campaign that would work with the larger Send Love this Christmas online campaign.

The campaign included a strong Hero video dedicated to the introduction of the feature, a How it Works video explaining the feature in step-by-step detail, a Facebook Banner video to bring the campaign to the BAIE Wines Facebook page and a fun video in the form of a blooper reel to drive engagement online.

Our main goal as editors and designers in the campaign was to show the emotional effects of COVID from the interviewees stories while balancing the sensitive nature of how COVID-19 has affected audiences. It was important that the feature was presented with the right messaging and tone. We also wanted the edits to focus on the hopefulness of the campaign and how it can help shoppers improve their connection with family, friends and workmates.

Presenting on social feeds, online ads and the BAIE Wines website, the campaign videos included popping motion design with the BAIE Wines branding, lock-ups and logos which would integrate with the slow motion footage and dynamic captioning to bring extra humour to the Blooper video.