The awarded project, Untouched by Light, is the first sparkling wine in the world that is produced, sold and tasted in complete darkness, created in response to the scientific research corroborating the adverse effect of light on wine aromas, especially on sparkling wines. Instead of relying on conventional marketing, the Bruketa&Žinić&Grey agency and the Slovenian winery Radgonske Gorice, created a completely new product in order to position this winery in the global market.
By winning Cresta Award this creative idea found itself side by side with major global brands such as Adidas, Pepsi and Xbox. Unlike similar competitions, the Cresta Award winners are selected by the sum total of points allocated by 120 jurors, without their mutual discussions that might affect the scoring system. Some members of the jury were Marco Cremona from Google, Oriel Davis-Lyons from Spotify, James Hirst from Pinterest and representatives of some of the world’s strongest creative agencies.
Since back in 2018 the Cresta platform has been run by Lewis Blackwell, previously creative director of Getty Images and publisher of Creative Review magazine, and Alan Page, award-winning creative director and songwriter.
“Despite the fact that more than a year has passed since the outbreak of the coronavirus pandemic, or perhaps because of it, we have seen a good cross-section of fresh innovation and deep feelings in a lot of works that have really impressed the jury,” said Alan Page at the awards ceremony.