Black box wines: Fancyish
Brand: Black Box Wines/E&J Gallo Winery
Agency: Red Tettemer O’Connell & Partners
Role: Art Director/Creative
CD: Todd Taylor, Justin Rentzel
Copy: DJ Ursetta
Production: R+TOP Makers
The Fancyish campaign for Black Box Wines redefines premium wine drinking by merging sophistication with approachability. It challenges the conventional expectations of "fancy" and invites everyone to enjoy award-winning wines without the pretense. The Fancyish campaign emphasizes real-life, relatable moments like "catching up on the couch," casual dinner parties, and impromptu takeout nights, showcasing how Black Box elevates these experiences. The overall goal is to break down the barriers of traditional premium wine drinking, promoting a no-fuss, taste-forward experience. For visual direction, we used a blend of elegant visuals with down-to-earth settings, reinforcing the campaign's message that sophistication can be casual and inclusive. In consumer testing reports, Fancyish surpassed nearly every testing benchmark, driving engagement and brand recognition. This allowed the brand to shine in a way that heavily resonated with its audience. Fancyish started as a lower-funnel digital campaign and became Black Box’s new voice, pulling through to their website and social channels.
Fancyish embodies the best of both worlds—none of the hoity-toity, all of the taste.
What does it mean to be Fancyish?
Typically, pouring a premium wine comes with unspoken expectations. Acting a fancy way that is not exactly you.
But pouring Black Box means pouring a premium, awarded wine that comes at an unbeatable price. It takes your occasion up a notch, without taking up the pretense. Which means you can bring along that Fancyish feeling to the more relatable moments. Like “catching up on the couch” moments. Dinner party moments with a more “come as you are” than “comes dressed in your best.” Or “big night out” moments that turn into “takeout night in” moments.
Fancyish is sophisticated, in an approachable way.
None of the hoity-toity, all of the taste.
