Carnivor Cabernet Sauvignon is known for its bold character, rich flavor profile, and approachable California style. In 2016, the brand set out to expand its reach among millennial men by driving awareness and encouraging trial through its “Devour Life” campaign.

To support this initiative, we developed a comprehensive experiential program that connected directly with this audience. The campaign included a multi-city tour across five key markets, featuring individuals who exemplify passion, craftsmanship, and entrepreneurial spirit. Chefs, watchmakers, clothing designers, woodworkers, and artists were featured in a GQ-supported content series, which served as the foundation for both the live events and digital engagement.

Each documentary-style feature highlighted the stories of these creators, showcasing their dedication and pursuit of their craft. Live events extended the campaign’s impact by offering in-person experiences, supported by key social media influencers who helped amplify the brand’s message. The campaign was further sustained through a series of short, engaging digital clips that reinforced the “Devour Life” narrative across multiple platforms.

This initiative successfully positioned Carnivor as a brand that celebrates ambition, creativity, and the pursuit of one’s passion.