This social media campaign is an effort by Hardys to engage their Asian consumers and build onto their fan base. Our aim is to educate and entertain our target audience by creating 4 types of content — food pairing, product, trivia and celebration.

In the midst of portraying the brand’s casual personality, we engaged the Boston illustrator Joe McKendry (Mr Porters, New York Times, Esquire) to create 3 fictional characters. These relatable characters, named Edward, Joseph and Sophie, dispense various knowledge on wine appreciation and occasionally, witty quotes to spice up the week.

In addition to the typical content, our social media calendar features various contests and promotions. An example of this would be the “Money or Wine” contest, where one can win prizes just by taking part in a simple guessing game every week.

Project involvement:
Conceptualisation + Art direction + Design development