Awaken crafts summer campaign for Maison Mirabeau’s Mirabeau Pure rosé
Awaken has produced a new visual campaign for French rosé brand Maison Mirabeau, capturing the spirit of the French Riviera.
The announcement:
Australian full-service independent media and creative agency Awaken has created a suite of high-impact visual content for French brand Maison Mirabeau’s signature rosé, Mirabeau Pure, a wine made for long, endless lunches and effortless gatherings.
Captured during the Australian summer in preparation for launch during the European summer season, the campaign brings the French Riviera to life through a modern Mediterranean lens. Set against the backdrop of a breathtaking coastal home, the imagery captures the essence of l’art de vivre: sunlit tables brimming with simple, seasonal food, golden hour pours of pale pink rosé, and friends lost in laughter.
Maison Mirabeau creative director, Sophie Bellard, said: “It was important for us to find an agency that truly understood the brief and vibe that we were going for, and who we believed could deliver creative that felt genuinely transportive. Awaken understood what we wanted to achieve, and their amazing team of creatives and talent delivered. We wanted the creative to not be about extravagance, but ease. Togetherness. The art of doing little, beautifully.”
Awaken creative director, Amelia Morgan, said: “Everything from the styling, to the casting, to the late afternoon light was curated to evoke that dreamy French Mirabeau energy, at a table you want to be at, with people you want to savour time with. We used slow motion pours, relatable talent and clever plays with lighting to embody carefree joy and the beauty of the moment.”
The campaign is a visual expression of everything Mirabeau Pure represents: warmth, elegance, spontaneity and connection. Bottled beauty, in every sense.
The campaign is now live, with assets primarily deployed across Europe on digital platforms, in print within trade publications, and on large screens at key events – a gentle reminder that sometimes, the best moments are the simplest ones, especially when shared over rosé.
Creative Credits:
Awaken / Agency
Awaken CEO: Chris Parker
Creative Director / Strategist: Amelia Morgan
Production Manager: Ingrid Kroger
Production Crew / Makker Studio
Director / DP: Mitch Loveday
1st AC: Jei Strolin
Stylist: Chelsea RadiciAssistant Stylist: Michelle French
Photographer: Rocket K Weijers
Marketing Team/ Maison Mirabeau
Chief Commercial Officer: Richard Larkin
Creative Director: Sophie Bellard
BTS and Content Producer: Flore Vallery-Radot
Source: Third Avenue Consulting
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