Element[AL] Wines isn't positioning its product in a conventional way.

For starters, it claims to be the world’s first aluminum wine bottle — in the shape of a traditional wine bottle. The focus is sustainability, reducing the wine industry’s carbon footprint. Aluminum bottles are easy to recycle, lightweight, thereby reducing shipping costs, and shatterproof.

Plus, its ad campaign “Welcome to AL,” launching today, has "no vineyard shots," said John Kovacevich, creative director at Agency SOS, which handled creative and media for the campaign. “No dirt-covered hands holding grapes or sun-kissed gourmet picnics. This is an entirely new way to wine. It needs a campaign as fresh and modern as the product itself.”

The ads showcase the four Element[AL] varietals: chardonnay, pinot grigio, rosé and pinot noir.

The campaign was produced by production company Honcho! The spot was directed by Laura Wimer Jewell, with photography by Danielle Levitt.

The campaign runs on connected TV, social and programmatic. Print ads appear in Vogue, Elle and Wine Enthusiast. There is also a custom content partnership with Hearst. Outdoor ads run in New York, Miami, Chicago, Los Angeles, San Francisco, Dallas and Austin. An OOH installation is also on the corner of 5th Avenue and 43rd Street in Manhattan.

“We have created a sense of power when you step into the Element[AL] world,” said Wimer Jewell. “The brand is disruptive, energetic and fun.”

Unlike traditional glass bottles, Element[AL] is label-less. The deco design is printed directly on the bottle and features hand-drawn artwork unique to each varietal.

Agency SOS’s client work includes Kodak Moments, Anchor Brewing, SweeTARTS and Rold Gold.