Half Eye Launch Campaign
Canoe launched Off Piste Wines’ new wine brand, Half Eye wine, in a way that captured its playful, mysterious personality while standing out in the competitive wine market. With its unique bottle illustration and surprise fortunes hidden within the label, Half Eye needed a social launch that would spark curiosity and generate excitement. The goal was to create an activation that would not only engage wine enthusiasts but also invite a broader audience to experience the brand’s fun nature, both online and in real life.
To bring Half Eye to life, we devised a TikTok-focused activation that took to the bustling streets of London’s Brick Lane. The campaign was designed to leverage the bottle’s defining feature—12 witty fortunes revealed as the wine is consumed—and turn it into a real-life challenge for passersby.
We partnered with social media sensation Wilfred Webster, also seen on The Traitors, to host a street stunt that drew crowds, challenged participants, and created a buzz across social media. The idea was simple: invite members of the public to partake in a series of fun, fortune-inspired challenges with the promise of winning Half Eye wine and other exciting prizes.
We launched the campaign with a live activation in one of London’s most iconic, culture-rich locations, Brick Lane. Wilfred Webster, known for his charisma and mind games in The Traitors, was the perfect choice to intrigue and engage the public. His role was to channel the spirit of Half Eye’s witty fortunes by testing participants in spontaneous vox-pop style interactions.
In keeping with the magical and quirky essence of the brand, the challenges were designed to reflect the fortunes hidden inside the wine bottles. From tongue-twisting word games to quirky “dare” challenges, Wilfred playfully pushed participants to engage in light-hearted competitions, reflecting the brand’s playful vibe.
Increased Brand Awareness: The stunt on Brick Lane turned heads and garnered attention from locals and tourists alike. The unique fortune-inspired challenges stood out in the crowded street and made Half Eye a memorable name.
TikTok Reach: The Tun and engaging content was shared to Wilfred’s channels, generating a high reach and number of engagements for the brand. to engage with the brand, building excitement around the product’s launch.
Overview:
Haly Eye Wine
Service:
Social media
Content creation