Turning an earworm into an experience
project overview
Total Wine & More set out to turn an everyday errand into something worth experiencing. We brought this idea to life through a bold, music-driven campaign—blending live action, storytelling, and immersive content to transform a simple store visit into a moment of entertainment.
Challenge
A tune simply too good to stay on radio
Together with Total Wine & More, we created a radio jingle that captured the brand’s promise—and it was working. Customers were singing along, and Total Wine’s brand impact was growing over radio. We knew we had something special on our hands, so we began to strategize: how can we build on the jingle’s momentum to capture that same sense of joy in-store, encourage more exploration, and show shoppers that a trip to Total Wine feels as great as it sounds? Answer: treat the brand like a band and create a music video worthy of the jingle’s joyful message.
solution
You know that “kid in a candy store” feeling? That’s what we were going for
The Total Wine & More store wasn’t just our setting; it was a big star of the show. We used high-angle shots and big splashes of color to showcase and amplify the wonders that awaited down every aisle. Then we found every opportunity to incorporate playful details like custom branded instruments and mini dance parties to turn up the "joy" dial even higher. The best part about this project? The absolute top-tier energy on set from our incredible cast and crew. The joy on both sides of the camera was infectious, and you can really feel it in the final cut.
results
The final cut struck a chord
The jingle gained traction quickly and proved that our instincts were on point. Engagement and in-store visits rose, and buzz followed (hello, Adweek!). Before we knew it, the jingle had become a brand anthem. And in case you’re wondering—it’s STILL stuck in our heads, and we’re not mad about it!
