LOST EDEN
From the Birthplace of Wine
challenge
Help a small former Soviet country get out from under Russia's economic thumb; we were hired to launch Lost Eden, a red blend from Georgia, which also happens to have invented winemaking 8,000 years ago. We had to help distribution secured in the U.S. and package up the mystery and majesty of a distant, little-known culture where 1 out of every 2 people make wine.
Solution
We created a digital portal into a fantastic, faraway land: an epic video showcases the beautiful and mysterious country of Georgia. We created an immersive website featuring an interactive six-hour supra video, podcasts available on Spotify, Google, and Apple, a YouTube Channel, and a social media campaign.
Impact
With the launch finally underway, the results are TBD. We’ve been working on this project for four years. We helped the brand secure national distribution in record time, helped the project survive three different Prime Minister elections and produced the work in-country with Georgian film and digital talent.
Visit Site:
Introducing Lost Eden, wine from the country of Georgia, a quiet oasis even the French regard as the birthplace of wine. Made by 11th-generation winemaker Lado Uzunashvili, an exquisite red blend made with the region’s signature Saperavi grape. Taste wine's original recipe: Lost Eden.
Lost Eden is a Saperavi blend, a grape native to Georgia which grew wild in its lush, verdant valleys for thousands of years. Taste Saperavi and notice the same fragrant, aromatic array found in mulberry, cherry, and black berry. Distinct for it’s deep-midnight purple color that glows crimson in direct light, Lost Eden is smooth and silky with layers of black fruit that emerge as the flavor gains structure with age.
Generation after generation, Lado Uzunashvili’s ancestors worked the lush Kakheti region long before the reign of Tsar Alexander I. For hundreds of years, Lado’s family perfected and preserved the extraordinary recipes that he would one day inherit. Then it was his turn to take the helm. After attending prestigious oenology schools in Moscow and Australia—and learning everything there was to know about the science of winemaking—Lado turned his attention back to craftsmanship. It is this combination of art and science that make his wines so extraordinary.
A Supra is just a bunch of food and dance without the heart-felt toasts: every feast features at least twenty individually-crafted oral tributes to love, guests, good friends, good fortune, and, most important of all, women.
Georgian food is fresh, locally grown, and all-natural—we’ve made those points. But the preparations alone take several days to ready a table for a 14-course culinary opus.
Hidden behind the Iron Curtain for 70 years, ravaged by invaders and war for ten centuries, our garden nation survived, preserving our ancient recipes and culture, and today, we raise a glass to ‘Eden Found.’
Legend has it that the region is so ancient that “all the secrets of the world are hidden in the Georgian language.” Lado reveals the origins of the country, then offers a special toast.
Never-ending plates stacked to the ceiling, bottles of wine that never stop pouring, entrancing conversations that make you forget to check the time. No one dines like a Georgian. We filmed an epic six-hour feast and put the whole thing on Lost Eden’s website for the world to explore.
Why not two, three, or four? Because in Georgia, dining is a marathon. Our dinners, called supras, are intimate, indulgent, loud, and long – often lasting until the wee hours of the morning. Hospitality is a virtue; every guest is considered a gift and visitors are treated as near royalty. Every meal is actually an epic poem that plays out over a dozen courses, generous pours of wine served in animal drinking horns, and the prose of at least twenty traditional toasts delivered by the Tamada, or toastmaster. The gathering is designed to deepen the connection between the guests, their palates, and their collective spirituality.
#LOSTCAMERAPROJECT
The first social media page created by an entire country: We left disposable cameras in interesting places all across Georgia. We invited regular people, young and old, to photograph the real Georgia and introduce one of the most beautiful places on earth.
GEORGIAN HODGE PODGE STYLE · CAMERA #44
AUTHENTIC GARB · CAMERA #67
ADVENTURE, PARTY OF 2 · CAMERA #17
MONDAY MORNING ARTIFACTS · CAMERA #379
LIVING ON THE EDGE · CAMERA #182
OCEAN EYES · CAMERA #402
OFF THE TRACK · CAMERA #61
CHURCHES ARE A THING HERE · CAMERA #111
THE DARK FRUIT JUICE · CAMERA #39
THE LAND WE CALL HOME · CAMERA #23
SLEEPY HEADS · CAMERA #242
THE SAPERAVI IS ALIVE · CAMERA #64
KING OF THE MOUNTAIN · CAMERA #52
LOVE THE LAND YOU TEND TO · CAMERA #115
Street art by LAMB (@streetdefault)
OUR PAST, PRESENT & FUTURE · CAMERA #493
FALLING FOR GEORGIA · CAMERA #301
GEORGIAN POTS OF GOLD · CAMERA #76
THE BEST REWARD · CAMERA #120
TRAVELER VIBES · CAMERA #238
GEORGIAN FLAG STRONG · CAMERA #7
MORNING GLORY · CAMERA #112
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