Sparkling wine brand turns the cork into proof of everyday wins

J.C. Le Roux, South Africa’s leading sparkling wine producer, partnered with TBWA\Hunt\Lascaris on a print and outdoor campaign that argues celebration shouldn’t be reserved for weddings and graduations.

‘Make a Thing of It’ is built around four close-up shots of a cork nestled inside a small, unglamorous win: a work celebration, a finished jigsaw puzzle or a newly painted wall.

Every image was shot in-camera with no digital retouching, letting the cork itself carry the idea.

“People hold onto corks or even frame them to celebrate milestones,” said Carl Willoughby, chief creative officer at TBWA\Hunt\Lascaris. “This campaign strategically illustrates how everyday achievements can also be special.”

It follows a run of South African work built for cultural resonance rather than polish, from Porsche’s Black Mambas documentary to newspapers stained with fake blood highlighting period poverty.

The campaign is modular by design, built to roll out across the country’s cultural calendar as it goes.