A handmade “Smurf Sounds, Vol. 2: Sounds to Smurf to” mixtape.
An engagement ring from a man who galavanted off with his own cousin.
And many, many, many—like, I am uncomfortable with how many—toe socks.
These are all submissions to The Chateau Ste. Michelle Valentine’s Day campaign, The Great EXchange.
77% of Americans report that they still have an item from a past relationship. How can you celebrate Valentine’s Day when you’ve got these ghosts of ex’s past literally in your closet? You guessed it: with your favorite award-winning wine from Washington. Weird you would even say anything else.
The Teaser!
The Influencers and Sweepstakes!
Fun facts:
There’s a disclaimer on the destruction montage that says, “Filmed by professionals. Do not attempt.” What you don’t know is that we were not, in fact, professionals. Lionel learned how to use a chainsaw that day.
Turns out, it is illegal to mail people free alcohol. I find this rather rude.
This campaign was originally titled “The Great EXorcism” but that was deemed too edgy. And also my pastor father threatened to disown me if that ran, so it worked out I guess.
Executive Creative Director: Jason Stinsmuehlen
Art Director: Serda Ursan
Producers: Sascha Peuckert, Amy Gershwin
Editors: Jerad Sloan, Vincente Lopez, David Silvers
Strategist: Renee Welch
Account leads: Kayla Riley, Mary Toy