Tselepos Wines Xmas 24

CampaignConcept

Jan 4

Turning a rosé sparkling wine into an optimistic wish for the year ahead.

The itch

For the 2024 holiday season, Tselepos wanted to spotlight Amalia Rosé as the companion for elegant festive dinners. The challenge was to cut through the loud, commercial Christmas clutter with a concept that felt premium, calm, and sophisticated.

The scratch

We began with a simple observation: Amalia Rosé’s signature pink hue makes every moment feel more dreamy. This led to an insight shared across many cultures, that hopeful, tender days are often described as “rosy” (ρόδινες).

So, we turned color into meaning and created a wish for the year ahead:

“To rosy moments.”

In collaboration with APB (A Project By), we stepped away from festive clichés to focus on the warm, ethereal atmosphere of a holiday dinner. The creative output was a hand-drawn, full-rosé visual—designed to be "wall-worthy".

The relief

By offering a wish instead of dry product placement, Tselepos Wines communicated Amalia Rosé as it truly is: an all-time classic festive choice. The campaign framed the wine as a reminder to carry tenderness and optimism into the year ahead, building a deeper, more enduring emotional connection with its audience.