Queer Britain

Madame F

Agency: M&C Saatchi


Queer Britain, a charity working to establish the UK’s first national LGBTQ+ museum, has teamed up with creative agency M&C Saatchi to launch Madame F, a brave, original wine brand.
M&C Saatchi worked closely with Queer Britain and Madame F to develop the brand identity, logo, packaging and retail partnership strategy for the range of wines. Madame F is inspired by and created for the LGBTQ+ community and its allies, and comprises three variants: a lively white, smooth red and fruity rosé.
The new brand, Madame F, is the product of pride, passion and pizazz, representing creativity, inclusivity, and originality.
The agency developed the strapline “Brave, Original Blends”: an inclusive perspective and an antidote to the often-stuffy wine market; supported by a colourful, playful brand identity.
Queer Britain and Madame F are also announcing the launch of the inaugural Queer Britain Madame F Award, celebrating queer creativity: pride, passion, inclusivity and originality.
Inspired by illustrator Justin Kemp, whose iconic Susy the Frog image graces the three Madame F wine labels developed by M&C Saatchi, the Queer Britain Madame F Award invites artists to share illustrations, paintings or drawings that celebrate the theme of Queer Creativity.
Three winners will receive a cash prize, with their artwork featuring on official Queer Britain merchandise, supporting the creation of the UK’s first national LGBTQ+ museum, a place as exciting as the people, stories and ideas it explores and celebrates. The museum will be an essential place for all regardless of sexuality or gender identity, to find out about the culture they have been born into, have chosen or seek to understand.
The prize will be judged by a panel of creative experts and friends of Queer Britain including artist and cartoonist Kate Charlesworth; DIVA magazine editor Roxy Bourdilon, and M&C Saatchi’s Chief Creative Officer, Ben Golik,
Madame F is the sponsor of the Queer Britain Madame F Award and has committed £30k to supporting this and the creation of the UK’s first LGBTQ+ museum.

This professional campaign titled 'Madame F' was published in United Kingdom in October, 2021. It was created for the brand: Queer Britain, by ad agency: M&C Saatchi. This Design medium campaign is related to the Alcoholic Drinks industry and contains 4 media assets. It was submitted over 2 years ago by Owner: Julia Conroy of Julia Conroy Limited.


Advertising Agency: M&C Saatchi, London, United Kingdom of Great Britain and Northern Ireland



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