How do we build a campaign with a limited budget that works for the local (Portuguese) market, that is exportable to other existing markets and that is usable in new markets?
Esporão stands for progress, in both its values as well as the sustainable way it produces its wine. And wine, just like most other things, becomes better when produced slowly. By introducing ‘Slow Forward’ we embraced Esporão’s slow production philosophy and expanded it to a global communication strategy that promotes a true change of pace. It challenges modern society’s obsession with doing everything faster and demonstrates that life in the fast lane is not the only way forward.
To kick-off the new global strategy we collaborated with Universidade Católica Portuguesa to develop a study on the degree of slow living amongst Portuguese citizens. We invited ‘slow guru’ Carl Honoré to share how the Portuguese can slow down in various aspects of their lives and made a campaign in which employees of Esporão embody the philosophy of slow. To create longevity for the Slow Forward concept we created a platform on living slow, which we filled with stories of slow ambassadors living a slow lifestyle. With all this, Esporão hopes to inspire others to take a moment and evaluate the benefits of living a slower pace of life.