how to sell Wine with Sports

It's long been a standard marketing practice for brands to temporarily align themselves with a team or event to create programs with the goal of increasing awareness.  This was the case when Mouton Cadet wines hooked up with the Tour de France back in 2010 and we were consulted to provide creative tie-ins between their wines and the wildly popular bicycle race. An agency provided us with some graphic elements, desired footprints were defined, and we went to town creating some big, dimensional, die-cut corrugated displays to show off the alliance as boldly as possible.  We provided a lot of work on this one.  The images below only comprise a portion of the project.