Blog: Chris MercerNo plants were harmed to make this Banrock Station billboard

Chris Mercer | 19 August 2011

Banrock Station

Banrock Station's 'growing' billboard

Upside down plants are becoming trendy. They must be, because two cafes I know in the trendiest of trendy corners of London - Shoreditch - have installed them on their ceiling. It's probably ironic in some way; most things in Shoreditch are. How does this relate to Banrock Station wine? 

Well, last night a few of us curious hacks trekked to London's Westfield shopping centre to see Accolade Wines' 'growing' billboard for Banrock Station. Around 800 native British plants have been planted sideways on a giant billboard to create an advert for the wine brand. 

It took five hours longer than anticipated to do it, but Accolade thinks the benefits will be worth it. Around 1m people are expected to pass the billboard over the next two weeks, according to the company's research. 

When Accolade's creative types thought this up, they probably imagined a backdrop of clear blue skies, whirling swallows and hazy sunshine. Unfortunately, the British summer served up a deluge of heavy showers as we admired the billboard last night. At least it'll be good for the plants, which, by the way, shoppers can water for themselves using a cunning button situated below the billboard itself.

The whole idea is part of Accolade's plan to emphasise Banrock Station's environmental credentials (part of the Banrock Station vineyard property in Australia is certified wetlands). Accolade has signed media partnerships for the brand with the Guardian newspaper and Channel 4 online, as well as donated GBP30,000 (US$49,500) to Natural England. When the billboard is taken down at the end of August, the plants will be given to local communities.

Us journalists are playing our part, too. After a few minutes of admiring the billboard artwork, we slunk back into the Meat & Wine Co bar to boost Banrock's volume sales. Cheers.


BLOG

The brutal truth behind India's temperance movement

Some people in India believe alcohol should be more difficult to purchase. Last month, the state of Bihar halted all alcohol sales as its chief minister made good on an election promise. ...

BLOG

How to test Heineken's sense of humour

Greetings from Zurich. Here as a guest of Heineken's Amstel brand, I'm due to sit down later today with the group's senior global director for international brands, Walter Drenth....

BLOG

Which spirits category is the next big thing?

Drinks companies spend a lot of money on trying to predict trends. At last night's Worshipful Company of Distillers City debate, any strategists in the audience got a bit of forecasting for free....

BLOG

Aperol Spritz - Just the one. A large one?

I'll admit to being partial to an Aperol Spritz now and again, more usually in the summer months, sitting outside, shades on, slowly turning more golden/rusty....

just-drinks homepage



Forgot your password?