Meet Joe Wagner—or at least the digital version of him. 

This campaign started with a simple brief: How could we give folks a new way to enjoy their vino and increase brand awareness?

The Answer? The "Ask Joe" Virtual Wine Assistant. A first-of-its-kind cloud-based assistance program that put Joe right in consumers' pockets to answer all their questions or lead them through a one-on-one wine tasting just by scanning the QR code on all 2020 Böen Wines.

Our team launched the campaign with a set of playful April Fool's Day surprises (spoiler alert: they were all fake), starting with Böen Terroir Gum. Inevitably unveiling the real star of the show—the Ask Joe Virtual Wine Assistant. Our quirky and light-hearted campaign films introduced viewers to Joe, who shared his love for wine and the brand, all while cracking jokes.