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From the 14th Annual Shorty Awards

Stags’ Leap – Take the Leap AR

Audience Honor in Wine, Beer & Spirits, Augmented Reality, Immersive


There are more than 60,000 wine labels on the market, and 38% of people have purchased a bottle of wine solely on the label. Stags’ Leap needed to find a way to make their label stand out in the higher end market without compromising its integrity.

Strategy and Execution

As stags themselves are natural explorers, it made sense to treat the label as a blank canvas for the consumer to explore. By partnering with artists, Stags’ Leap was able to create various intricate, exciting worlds to explore. 

The Stags’ Leap “Take The Leap” AR experience takes the user on an immersive 360-degree journey by traversing through 3 worlds inhabited by an animated, leaping stag. The worlds expand from the bottle, and as the user explores different worlds and environments guided by the stag, they are presented with interactive hotspots to continue their path, animations of various animals and scene elements, and sound effects.

To make the experience as accessible as possible, we leveraged the power of the web so that it is available on any smartphone. 

All to make a good bottle of wine, an already social experience, even more interactive.

Each world is a 3D model containing 3 cylindrical layers of imagery, with 35 unique animations, sound effects, and ambient loops that are triggered as the user pans around the scene and interacts with hotspots.


Already enjoyed by thousands of luxury wine lovers, with minimal paid media, Stags’ Leap plans to promote the AR experience in 2022 at point-of-sale to drive even more brand preference.



Entrant Company / Organization Name

Annex88, Treasury Wine Estates


Entry Credits