White Rabbit Budapest

Client: Ahr - A wineregion needs Help for Rebuilding e.V.
Product: Flutwein
Title: #flutwein - Our Worst Vintage
Media: TV + OOH + DOOH + Social media
Country: Germany
Date Of Campaign: 1/Oct/2021

Background: Ahr Valley is one of the most distinguished red wine-growing region in Germany, called the "red wine paradise". Due to catastrophic floods this region experienced a „living hell" in 2021. More than a month's rainfall within 24 hours devastated much of western Germany, and Ahr Valley suffered the hardest hit: homes, businesses, bridges, roads, entire communities were swept away. More than 46 wineries of the region lost their facilities, cellars, wine barrels, machinery and hectares of vineyards.Our aim was to raise awareness of this economic devastation of the region, and draw attention to the financial disaster that wine-makers of Ahr Valley were facing.

Idea: Despite the loss of the wine-makers, some 200.000 bottles of wine – soiled with mud and dirt – survived the disaster. The bottles looked impossible to sell. We created a special collection of wines from scratch, branded them as „Flood Wines”. Since they were coated in the original mud, we labelled them „authentically muddied”, and started selling them on a crowd-funding platform, dedicated to the rebuilding of the wine region.Every bottle symbolized the tragic fate of those wine-makers who were involved in the catastrophe. This platform allowed us to get in touch with those who were interested in wines and wanted to help.

Results: The campaign had a massive impact on raising awareness about the flood catastrophe of the region, and it promoted solidarity and brought help.During the campaign we established "Flood Wine" as a unique brand. Nearly 50,000 people bought our 200,000 "mud coated", individual bottles that survived the flood. We had more than 1 billion media impressions, the value of the wine rose by 4500%, and managed to collect more than 4,4 million Euros – that makes „Flood Wine” the most successful crowd-funding campaign of Germany.