Client: Amorim
Creative: Matt Kemsley, Garry Horner
Brief: Amorim came to us with their business problem. To build massive awareness of the environmental issue facing the cork industry with the introduction of mass produced metal screw caps.

Amorim, the world’s largest producer and distributor of natural cork, was facing exponential decline in wine bottle cork usage in Australia. Its market share plummeted from 95% in 1998 to 35% in 2008. Screw caps were cheaper and a more convenient method of bottling without the risk of oxidisation, but are man-made. Cork is 100% natural. We created a successful 8-week grassroots movement that seemed to grow organically ‘from the people’. The digital campaign generated over 2 million impressions for the cause and online activism continues to this day in the effort to “Save Miguel”.

The campaign was a massive success, generating over 1.8 million on-the-ground impressions plus millions more with media attention and over 7% national awareness. Worldwide, the campaign made headline news in both TV and newspapers. The online movement continues to this day with people sharing and encouraging others to help “Save Miguel”. Post-campaign, Carlos De Jesus of Amorim was named number 25 of the top 50 environmentally conscious people in the worldwide alcohol industry by The Drinks Business, a comprehensive global alcohol industry website.

http://www.savemiguel.com/