Climate change is the greatest threat to humanity. But how could we make people experience its complicated, sometimes abstract, consequences? We decided to give people the real taste of global warming by launching the wine of the future: Bordeaux 2050. To do so, we partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050, if climate conditions don't improve. The result is a diminished, bitter, unpleasant taste that forces people to viscerally experience the future consequences of global warming.

​

We used Bordeaux 2050 as a PR and marketing direct tool trying to reach not only the french population but the most skeptical decision makers of the country.