Oregon’s heralded Willamette Valley wine country hired Lookout to create an activation that would capture the attention of travelers in the wine-saturated, bustling Silicon Valley San Jose Airport. Lookout imagined a giant Pinot noir bottle travelers could literally peer into to experience scenes from Oregon Wine Country. The result: a 14-foot Pinot Noir bottle in the Alaska Airlines terminal which told 4 stories — each a “layer” of the bottle — representing scenes of vineyards, geology, harvest, and local recreation. This traffic stopping exhibit, combined with a digital campaign and promotional tie-in with Alaska Airlines, won the top prize at Oregon Governor’s Conference on Tourism “Best Overall Campaign.” The exhibit is now traveling to airports across the west.
Team: Holly Macfee, Mary Ceccini, Dani Guralnick, Fiction