"Small ideas are the best source of big ideas."

Peter Yealands has been doing his bit to create sustainability. He's planted 27,000 native trees, is experimenting with wind turbines, is recycling water, sprays palm oil instead of insecticides and is training guinea pigs and sheep to eat the grass instead of running tractors.

This is a campaign to 'Capture the Mood of Sustainability'. My Green Idea reinforces Yealands' brand positioning (love of the land) and is true to Yealands' values of innovation, sustainability and quality wine.

We created a promotion that encourages repeat purchase of Yealands wine. Purchase of the wine is qualified by using promo codes on the bottles. The hooks are a large cash prize of $50,000 cash, weekly prize draws and a simple consumer call to action to send in their 'Green Ideas'. Entry is captured via mobile text, web or by mail.

The campaign is fully integrated across print, radio, web banners and a charming microsite that features the suggested ideas.

Look out for Yealands in groceries and bars nationwide!