VIA Agency Attempts World's Longest Vine

Welch’s and The VIA Agency announce the launch of the “Pass the Glass” campaign that uses the power of the grape vine to help families in need. From November 26-December 23, the campaign will invite people to film videos of themselves, family members or friends passing a glass of juice and post it to social media channels using the hashtag #ShareWhatsGood. The videos will be populated on Passtheglass.welchs.com, creating the world’s longest Vine video. 

For each video, Welch’s will pass along a bottle of Welch’s® Sparkling Grape Juice Cocktail – on top of the 100% Grape Juice Welch’s is already donating – to every family helped by Family-to-Family, the nonprofit charity the company is proud to support. The goal is to receive one Vine video for every family helped by Family-to-Family (currently 505 families). If the benchmark of 505 glasses is reached, participants will also receive a free bottle of Welch’s® Sparkling juice. “Pass the Glass” furthers Welch’s  “Share What’s Good” mission, which inspires moms to find time to connect with family, capture their families’ favorite moments, and share them socially online. 

Credits
Creative:
Greg Smith: Chief Creative Officer
Ian Dunn: Creative Director
Mikael Kriisa: Senior Art Director
Brett Willis: Copywriter
Patrick Krulik: Associate Director of Integrated Experience
Strategy:
Jason Wright: Group Strategy Director
Dan Bailin: Strategist
Judi Cutrone: Social Media Strategist
Production:
Patrick Krulik: Associate Director of Integrated Experience
Kateri Carelli: Senior Integrated Producer
Bowst: Development Partner