A bunch of smart, fierce and talented tarts launch campaign for TART Daytime Rosé via Dig
TART Sparkling Daytime Rosé is ‘TART & PROUD’ in a striking new campaign developed by Dig.
The new TART Daytime Rosé has reclaimed the word ‘tart’ for all women, flipping its meaning from one designed to inflict shame to one of celebration and empowerment.
Says Anna Paine, senior art director, Dig: “The idea behind TART is to celebrate and embrace women who are unashamedly themselves. You can be talented. Shy. Sassy. Classy. You can be all of those things in the space of an hour. Or, none of them. It’s all about accepting women for who they are, because every single one of us is a badass tart in our own right… And if we want to drink wine out of a can, during the day, we will.”
TART is a light, bubbly dry rosé with notes of guava and strawberries and cream and a tangy twist of granny smith apple acidity for freshness, jammed into a sustainable 250ml can. With 30% less alcohol and only 75 calories per 150ml serve, it’s light and refreshing wine that lives up to its “no bullsh*t” ethos. Giving weight to its change-maker mission, TART has partnered with MOXIE tampons to help end period poverty, donating a tampon to women in need for every can sold.
TART founder Noush Szlagowska says the stars aligned when creating TART. The new-format sparkling rosé was developed in consultation with Halliday Award- winning winemaker Gwyn Olsen, and designed to be unconventionally enjoyed during the day.
Says Szlagowska: “I had such a clear vision about what the brand is all about and what was required to communicate it. We aren’t fans of labels; TART is about no-judgement. We worked with the Dig team to translate that vision into a campaign with attitude and a mission to do good.
“The campaign is provocative and beautiful, and extraordinarily unique. I am incredibly proud of this work and even prouder to have been able to work with such a talented creative and visionary team. A team that really does give a sh*t about making a difference. Because that is exactly what this work is going to do, make a difference. TART AND PROUD, baby.”
The campaign, shot by renowned photographer Karima Asaad and produced by FLIPP,
will launch in November.
Says Asaad: “I wanted to create powerful images of freedom and sharing who you are without judgement. I feel grateful in being a collaborator in a campaign challenging the status quo, and increasing mental wellbeing by promoting tartish liberty. The concept resonated deeply with my own experience, and I loved exploring the personalities.”
Client: TART
Founder: Anoushka Szlagowska
Agency: Dig
Chief Creative Officer, Partner: Pete Cerny
National Executive Creative Director: David Joubert
Executive Planning Director: Lucielle Vardy
Senior Art Director: Anna Paine
Senior Writer: Owen Bryson
Junior Art Director: Zac Nairn
Junior Copywriter: Casey Clarke
CEO: Paul Rhodes
Managing Director: Lisa Ramsey
Account Director: Sarah Allan
Account Executive: Kate Bonnett
Production: FLIPP
Photographer: Karima Asaad
Founding Producer: Joclyn McCahon
Wardrobe and Set Stylist: Iwona Lau
Lighting: Gerald Diel
Digital Operator: Isa Sanchez Inglesias
Hair Stylist and Wigs: Ken Arthur
Makeup: Georgia Hull
11 Comments
I still don’t like it.
If we keep using words then others will.
We just need to speak respectfully about ourselves.
“Because b*tches be cray” said by a woman doesn’t make it any less offensive.
Lets talk self love.
Thanks
May break my bones but words will never hurt me.. Toughen up. This isn’t kindergarten.
But the creatives did a great job. I feel like the client got what they wanted. The product name itself is the problem.
Great shots, feels fresh.
Refreshing work from an agency that’s on the move.
Good grief. What a terrible branding decision. I am cringing. Well done to the creatives who really had to roll a turd in glitter to make this work.
Sorry but I think this is hideous. Words are powerful and depictions of women in advertising must change. Comments like Sticks and Stones’ reflect a poor and uneducated viewpoint that is all too common. Would you call your mother a Tart? Didn’t think so. This is tone deaf and will turn women away in droves.
Why are the women all posed provocatively? Legs spread, sucking on objects, wearing very little? You do know these kind of images have been proven to have a negative impact on women’s self esteem and men’s attitudes to violence against women. Educate yourself:
https://womenshealthvic.com.au/resources/WHV_Publications/Issues-Paper_2018.12.06_Advertising-inequality-the-impacts-of-sexist-advertising_Dec-2018_(Fulltext-PDF).pdf
Do better.
The ads look great but still not going to drink Rose from a can. Why tf would I go for this over a bottle of Yarra Valley rose ???
All the comments above are negative nancys. So refreshing to see photos of women that aren’t edited immensely. Look at those hip dips! Stunning
False empowerment bullshit won’t sell any more average rose, and won’t fly with the women you’re trying to sell to. We are not as dumb as the “creative agency” thinks. We are not pearl clutchers either. We just expect smarter, better, less stereotyped ads to make us like you. And, now: we do not like you.