Traction for Clos du Bois 

The Examiner showcases an advertising campaign by a local company.

Job: Maximize interactive media opportunities to engage with the Clos du Bois wine enthusiast, beyond a typical one-way brand impression.

Agency: Traction

Creative team: Michele Turner, creative director; Jim Reed, associate creative director; Renee Crawshaw, associate creative director; Kellie Okai, designer; Paul Giese, director of technology; Glenn Gallien, lead developer; Ben Wilkinson, account manager

The plan: Develop an online experience, KissandTell.com, where our target can easily connect with the approachable mystique of the Clos du Bois wine brand. The site launched Feb. 5.

The theme: Kiss and tell — your next kiss might be in Paris.

The concept: Within this experience, women can share their moments of embrace with an online community, enter a contest to win a romantic French getaway and acknowledge that they care about helping other women living with heart disease, the No. 1 cause of death for American women. For every e-card sent from the Web site, Clos du Bois will donate $1 to WomenHeart, a nonprofit dedicated to the support and advocacy of the 8 million women living with heart disease in the U.S.

Michele Turner

Age: 40

Position: Creative director

Background: More than 20 years’ experience in advertising, graphic design and interactive media.

What drove your development of the concept: "Clos du Bois had an opportunity to really own romance in a market full of lifestyle brands that have failed to evoke the passionate nature of wine. We brought this promise to life by allowing women to share unforgettable kissing tales."

Working on next: Creating an online presence in the Facebook social network to stimulate conversation around the Adobe Education Designer and Developer Conference, March 2-4 in San Francisco.

About The Author

Staff Report

Staff Report

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A daily newspaper covering San Francisco, San Mateo County and serving Alameda, Marin and Santa Clara counties.
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