Dentsu Creative (Aotearoa) 8 La Montée - A Champagne Ripe for Re-Gifting

  • Pou Auaha / Creative Directors
    Anne Boothroyd, Brad Stratton, Rob Longuet
  • Ringatoi Matua / Design Director
    Steve Nute
  • Ngā Kaimahi / Team Members
    Si Pengelly, Jenni Doubleday, Scott Kelly
  • Kaitautoko / Contributors
    Yuki Sato, IDC, Max Thompson, International Rescue, Rapid Labels

La Montée Champagne follows an 8-year-long tradition of sharing the ‘Christmas Spirit’ with clients through beautifully crafted drinks that capture the taste of the year. A chance to thank our clients and remind them of our design capabilities.

Designed to be re-gifted, La Montée Champagne, which translates as ‘The Rise’, is both a comment on the soaring cost of living in New Zealand and a little something to help ease the pain at Christmas time.

How? Well, as the label reads: “A homage to the second-best French invention (the hot air balloon), this agency gift easily transforms into the first – a neutral bottle of champagne ripe for re-gifting.” Simply “pull the tab to release a smidge of financial pressure”.

In pulling the tab, the label is transformed. The portion depicting inflationary pressures soaring across the New Zealand landscape, as well as Dentsu Aotearoa branding, comes away to reveal a neutral bottle of Champagne ready for re-gifting.

What remains is an authentic Champagne brand that celebrates French brothers and inventors of the hot air balloon, Joseph-Michel and Jacques-Étienne Montgolfier, who can now be seen floating through the sky surveying the French region of Champagne.

With no toxic substance used in manufacture, the 100% tree-free YUPO® substrate we chose is sustainable, recyclable, and gentle on the environment. The micro-suction technology of the YUPO Octopus® paper allows adhesion without any glue, magnets or static, and if kept clean, can be re-adhered as many times as you like. This meant our outer label could be removed without any residue, which was critical for re-gifting.