Les Fumées Blanches – Campaign & Activation

Sweden’s best-selling wine, Les Fumées Blanches, requires continuous renewal to stay ahead of both current and new customer groups. The challenge was to keep the brand fresh and engaging without losing its straightforward, everyday appeal.

For one campaign, the concept was initially presented using stock footage to quickly visualise the idea. The approach resonated with the client, and instead of producing new material, we embraced the direction — building the final film entirely from carefully selected stock clips. The result aligned naturally with the brand: uncomplicated, approachable and rooted in everyday situations.

Les Fumées Blanches Summer Tour

During the summer, Les Fumées Blanches hit the road with a fully wrapped vintage HY van, turning it into a moving brand experience. Touring campsites and festivals across Sweden, the activation brought the product directly to consumers in relaxed, social settings. By combining a distinctive visual identity with personal encounters, the campaign created memorable brand moments where people already gather to enjoy summer.

The tour was documented through film, photography and social media content, extending the experience beyond each stop. Supporting campaign ads translated the same tone into print and digital formats, focusing on simple, inviting moments rather than aspirational storytelling.

Together, film, activation and advertising formed a cohesive campaign system — flexible across channels, yet consistent in expression — reinforcing Les Fumées Blanches as a fresh and accessible everyday wine.