Campo Viejo, Pernod Ricard - Casa Pasión: a creative masterclass

An immersive canvas, red wine, and hundreds of paintbrushes walk into a bar…

Well, The Stables in Covent Garden to be exact.

Casa Pasión breathed life into Campo Viejo, using an immersive, art-focused experience to turn Covent Garden into a real-life canvas. By merging creativity, cultural flair and wine, the event's social buzz translated into real brand impact, amplifying Campo Viejo’s visibility. 

With live demos, influencer partnerships, and interactive moments, the 3-day activation inspired imagination and boosted awareness. 

The Stats:

8,300: Opportunity to See

12.1 million: Media Reach

616: Attendees Over 3 Days

The Brief:

Bring the Casa Pasión experience concept to life through a creative space, that allows consumers to unlock their creativity and ignite their Pasión.

Developed as a collaboration with John Doe, Casa Pasión aimed to elevate Campo Viejo as a brand synonymous with creativity, connection and premium quality, whilst celebrating a new limited edition bottle by artist, Carlotta Pereiro.

Creative Concept:

The experience centred around guests transforming The Stables into an interactive, ever-evolving canvas, painting furniture, walls and props, led by renowned artists like Zeena Shah and Harlie Brown.

The venue itself was adorned with modern Spanish-inspired décor, designed to echo the vibrancy of Campo Viejo’s wine portfolio.

The concept aimed to increase awareness and engagement amongst art and interior-loving audiences while sparking conversation around the interior trend, dopamine decor.

The Delivery:

We executed the creative vision through intricate set design, interactive art stations and as always, our seamless event production. 

The venue's layout was highly considered, encouraging engagement with live art demonstrations, wine tastings with wine ambassador, Federico Lleonart, and photo opportunities. 

Across three days, the event catered to wine lovers, artists, and influencers, allowing each guest to create a personal art piece, from painting walls to sofas and home decor props, all while enjoying Campo Viejo wines.

The Impact:

Casa Pasión exceeded expectations, achieving huge reach online and in-person. 

Collaboration with John Doe extended the activation’s impact through a strong PR strategy, including partnerships with interior specialists, Zeena Shah and Harlie Brown. 

Influencer content and social shares boosted brand visibility, with a reach of 14,965 and 50,635 impressions. While earned media coverage in outlets such as HELLO! and InYourArea amplified reach, maximising awareness pre-, live and post-event.

Guests praised its immersive nature, calling it a 'unique twist' on a traditional sip-and-paint. The event bolstered Campo Viejo’s position as a wine brand that isn’t afraid to push creative boundaries.