International Diplomatic Supplies partnered with Freestyle Divers to create a purpose-driven campaign that connected premium wine purchases with marine conservation efforts in the UAE.
The initiative centred around the Sustainable Wine Pack, where proceeds from every purchase contributed directly to the construction of coral nursery tables off the coast of Dibba. These structures provide a foundation for coral growth and help restore marine ecosystems, creating habitats for a diverse range of marine species.
The campaign transformed a simple purchase into a meaningful contribution, allowing customers to support environmental regeneration while enjoying a curated wine experience.
As lead designer I led the creative concept and visual direction for the campaign, developing a compelling narrative that connected product, purpose, and impact across multiple customer touchpoints. As well as production in OOH and Digital elements.
Scope
Creative Concept DeveopmentArt Direction
Social Media Campaign Assets
Print & Point-of-Sale Materials
Marketing & Promotional Collateral
Campaign Visual Identity
The campaign was built around the idea that every bottle could contribute to something greater. Through a premium visual language and purpose-led storytelling, the creative highlighted the direct impact of each purchase, bringing visibility to coral restoration efforts while strengthening IDS's commitment to sustainability.
