The new concept, Wondefully Unexpected, was developed by JWT’s Barcelona offices and rolls out this month. It replaces the "Unplan the moment" work which has been used by the brand in more than 100 countries for the last four years.
The campaign, which was shot in Freixenet’s Barcelona headquarters, will run across cinema, digital, outdoor, press and TV.
It aims to celebrate Mediterranean life by depicting scenes of celebration and showcasing the sparking wine’s production process. The campaign uses the straplines "Wondefully Unexpected" and "Barcelona since 1861".
In September, Freixenet appointed PR agency Slice to create a digitally-led global campaign.