Nicolas Laloux

Social Launch & Activation

Produced under Youville Haussman Park

Already a beloved name in Quebec’s wine scene, Nicolas Laloux carried a strong cultural identity rooted in ritual, personality, and place. The opportunity wasn’t to reinvent the brand, but to extend its presence beyond the bottle and into everyday life.

A bottle of Nicolas Laloux rosé wine in a wicker picnic basket surrounded by green leaves and small white flowers.

The Challenge

Nicolas Laloux was deeply familiar and deeply loved, but its expression lived largely within traditional formats. The challenge was introducing the brand to social and experiential spaces that reward immediacy, play, and participation, without flattening its character or turning heritage into performance.

The Approach

Rather than treating Nicolas Laloux as a product to promote, we treated it as a character to spend time with. The work focused on building presence, tone, and moments of interaction that felt lived-in, playful, and culturally fluent.

Creative Execution

A lived-in brand presence, expressed through social rituals, visual language, and shared discovery.

Books, a Canadian passport, dollar bills, and a rabbit illustration on a piece of paper on a textured surface.

Character-led Instagram Presence

Nicolas Laloux introduced himself as a living persona through lifestyle imagery and playful storytelling.

Three printed photographs of people outdoors on a wooden surface. The middle photo shows a person in a yellow jacket and striped pants seen from behind, sitting on a tree branch. The bottom photo shows two people sitting in a sunny park with green trees. The top photo shows a close-up of water in a container.
A collage of nine images featuring outdoor scenes, picnic setups, and people enjoying leisure activities, accompanied by French text and vibrant colors.

Gamified Content & Influencer Collaborations

Posts were designed to reward curiosity, inviting interaction rather than passive consumption.

A collage of multiple smartphone screens showing social media posts, photos of people outdoors, and text in French, with a background of trees and nature scenes.

Close Friends Activation

The most engaged followers were granted access to exclusive clues and limited-edition merch drops.

A collage of photos featuring people and bicycles outdoors during a picnic or gathering in a park, with some individuals playing guitar, having drinks, and socializing.
Close-up of a person holding a beige tote bag with red text and graphic, standing outdoors among pink flowering bushes. The bag has a red illustration of a person riding a bicycle and the French phrase "Prends la clé des champs." The person is wearing a yellow textured top and light blue jeans.

IRL Scavenger Hunt

Clues led participants across Montreal parks, blending digital storytelling with real-world exploration.

A light blue vintage bicycle with a brown seat and a front wicker basket, parked in front of white flowering bushes on green grass.

Blue Bicycle Giveaway

The experience culminated in a city-wide hunt to win Nicolas Laloux’s iconic blue bicycle.

The Outcome

The activation expanded Nicolas Laloux’s cultural footprint, turning passive recognition into active participation. By blending digital intimacy with real-world moments, the brand strengthened emotional connection while remaining unmistakably itself. The result was not a campaign moment, but a living brand presence.