Armenia Wine is one of the most famous wine brands in the local market who recently introduced Takar wine, the newest addition to their big family. With New Year’s holidays around the corner, they needed a poster campaign to help Takar become the definitive wine brand for family gatherings.
They say, “The way you meet New Year is the way you’ll spend the rest of the year.”
On the New Year’s night, we traditionally pop our favorite bottle and raise a glass to new beginnings. Toasts are a huge part of Armenian gatherings, especially on New Year–the penultimate family holiday. Takar wishes its consumers a great year, so for the brand’s New Year greetings we developed a poster campaign with the following copy:
- Start the year with kindness
- Start the year with warmth
- Start the year with a wish
- Start the year with joy
In Armenian, a common synonym for the phrase “start the year” is “open the year”. As we drew parallels between the literal and figurative meanings of this expression, ‘opening the wine bottle’ became the centerpiece of the campaign’s visual concept.