This Wine Brand is Making Reaction GIFs More Inclusive

We have all seen funny wine gifs that people use to express themselves on social media. You used to have to scroll down about a 1000 gifs before you could find a person of colour, LGBTQ+ or varying physical ability. Wine brand Jackson-Triggs, along with agency Bensimon Byrne, worked with GIPHY to search and analyse the 200 most popular wine gifs. They then reshot them with a diverse cast and crew and paid to have them at the top of search.

The project took off, including a gif which received 40 million views on the day of the capital riots in the US. The gifs have crossed over from wine culture to pop culture. They also worked with a Paralympian and contestant from Drag Race as influencers to create the gifs.

"I’m proud of this campaign in many ways," says Joseph Bonnici, partner and executive creative director, Bensimon Byrne. "The biggest wine brand in Canada is taking a stand to make the entire wine world more inclusive. That goes from everything from their business practices, to the way they design their estates for accessibility, to their marketing, to their labels, to their support for diverse winemakers. It’s a huge undertaking for the brand, which is by far the biggest wine in Canada, and sells more than 1 wine bottle per Canadian, over 38 million bottles per annum."