Raise a Glass

Are you addicted to your phone? If so, you’re not alone, around 66% of Americans consider themselves addicted to technology. As a result, more and more young adults are looking to unplug from technology and social media, craving less curated experiences and more real ones. To prevent experiencing life through the phone, this summer popular wine brand Chateau Ste Michelle (CSM) is popping up at music venues big and small with a new campaign to encourage all music lovers to “Raise a Glass” and lower their phones.

Developed alongside longtime agency partner, Team One, CSM is putting out a call to action with a challenge to all concert goers to unplug from technology and truly be in the moment.

Tapping into the brand’s multi-year partnership and role as the official wine sponsor for LiveNation, CSM aims to inspire the next-gen wine drinkers’ to “not mortgage their memories through a phone” and to enjoy the music.

This new campaign will be seen at several Live Nation concerts throughout the summer and fall with venue takeovers, in addition to a summer concert series held on the winery grounds in Washington. From Gov Ball to III Points Music festival in Miami, the “Raise a Glass” campaign will be seen at 46 amphitheaters and 32 clubs and theaters throughout the year.

To help bring to life the visual identity of the campaign, Team One tapped up-and-coming illustrator Helen Li, known for her bright, playful images inspired by a mix of music and pop culture. For the visual assets, Li, CSM and Team One leaned into a friendly and open feel for the design, showcasing different concert goers with not a phone in sight.

Outside of the venue activations, the “Raise a Glass” campaign will feature a takeover of RollingStone.com, alongside branded editorial content. This work continues to roll out this summer with more in store from the partnership between CSM and Live Nation extending over the next three years.