14 Hands Winery “Find Your Wild”

          Unbound by rules or convention – this is the ethos behind 14 Hands Winery, Washington state’s second-largest winery. A brand inspired by the untamed spirit of the wild horses that once freely roamed eastern Washington. The winery reflected on those very roots to inspire its biggest marketing effort ever: a complete relaunch of its iconic brand with a new strategic direction and fresh campaign, executed with the help of agency of record, Team One. 

          “14 Hands Winery is focused on meeting the needs of consumers’ evolving tastes and behaviors. With 14 Hands high-quality wines available in both bottles and cans, it suits our target consumer’s adventurous spirit, which we bring to life in our “Find Your Wild” campaign,” said Emily Krueger, Group Account Director, Team One. “The team at 14 Hands has a big appetite to do interesting things. This campaign will continue to come into the culture in waves – this is wave 1.”

          “Find Your Wild” is the new brand platform that speaks to the 14 Hands brand spirit, the unconventional approach to winemaking, and the target consumers who are spontaneous participants in life. “Find Your Wild” celebrates how we all have a bold side. Something that exists in parallel to our “buttoned-up side” that reminds us to play and what it means to be truly alive. This idea comes to life in this new campaign that introduces 14 Hands’ full brand refresh, the bold new look and feel of both the bottles and cans, and stands out amongst a clutter of cliche wine advertising. 

          Three video spots sit at the center of the campaign – check out Dare, Bonfire and Drummer. In these spots, Director Steve Ayson of production company MJZ captured heightened, artistic moments of ordinary people finding their unexpected wild side, all while an omniscient narrator makes a surprising deadpan observation – reminiscent of the voiceovers found on nature shows about animals in the wild. It’s a playful approach to complement the bold new look of the brand, and it reminds us all to go ahead and find our wild side.

          The campaign video ran in spot and connected TV, supported by impactful out-of-home advertising, targeted social media and influencer partnerships, and national digital advertising. Seattle and Dallas are key markets for the brand and this campaign, with the majority of the OOH placemats across Dallas, including high-impact wallscapes in the downtown area, traditional billboards, and bus transit units throughout the city.

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