Wine-drinking gifs just got a lot more diverse

Noticing a huge lack of diversity, Canada's Jackson-Triggs made 200 new bits of content in campaign by Bensimon Byrne

Published On
Apr 15, 2021

Editor's Pick

GIFs of people drinking wine are hugely popular, but Canadian wine brand Jackson-Triggs discovered an interesting insight—searching for them online turned up nothing representing people of color, or anyone LGBTQ+ or disabled. So, the brand went on a mission to make wine-drinking GIFs more diverse.

To represent Canada's wine-drinking consumers in a more inclusive and welcoming way, Jackson-Triggs worked with agency Bensimon Byrne and to create 200 GIFs that matched the top giphy wine searches, but using diverse casting.

Bensimon Byrne produced 175 GIFs while the rest were created by Canadian influencers, including body-positive content creator Mina Gerges, Paralympian Marissa Papaconstantinou and LGBTQ+ creators Steph LeClair and Kristen McKenzie, both former "Amazing Race" contestants.


To date the GIFs have had over 350 million views, and 10 million shares, without any paid media.

Joseph Bonnici, partner/executive creative director at Bensimon Byrne, explains that the agency came up with the idea when it started to investigate how wine drinkers were represented online. "To say it lacked diversity would be an understatement," he says. "You had to scroll through thousands of GIFs before you would find anything that resembles diversity and inclusivity."

The filming was done in COVID-secure conditions during the pandemic. "The vibe on the set was incredibly positive," adds Bonnici. "How can it not be when you’re trying to create content that features everything from a wine happy dance to happy Friday? Beyond the GIFs being fun it was more about what they represented for everyone participating. It wasn’t just the talent that was diverse. It was also the production team and the creative team at the agency.  It felt like a bit of a family because of the problem we were trying to make a step towards solving."

The campaign is part of a wider diversity and inclusion plan for Jackson-Triggs, which is Canada's number one wine brand. This has included partnering with Vinequity on a BIPOC scholarship program to amplify the voices of people of color within the industry, as well as supporting artists from underrepresented and marginalized communities in its "Artists You Should Know" series.



Apr 15, 2021
Client :
Jackson Triggs
Agency :
Bensimon Byrne
EVP Chief Marketing Officer :
Andrea Hunt
Vice President Marketing :
Wendy Montgomery
Senior Brand Manager :
David Patton
Partner/Executive Creative Director :
Joseph Bonnici
Chief Strategy Officer :
Stefan Gerard
Creative Director :
Gints Bruveris
Creative Director :
David Mueller
Associate Creative Director :
Lorne Covant
Art Director :
Lorne Covant
Art Director :
Ana Segurajauregui Sanchez
Writer :
Samantha Ramsay
Group Account Director :
Laura Robinson
Business Lead :
Aviva Togman
Project Manager :
Efi Eman
Social Media Director :
Kristina Kosa
Social Media Supervisor :
Rebecca Milner
Community Manager :
Persis Abraham
Producer :
Katie Link
Director/Cinematographer :
Darrell Wonge
Represented by :
Fyfe Shader
Editor :
Mitch Finn
Editor :
Mallory Robbins
Represented by :
The Assembly

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