CIVB + Vivid City

Shibuya Crossing and subway takeover

A delegation of 12 Bordeaux winemakers and merchants travelled to Tokyo to connect with 350 members of the local trade and key influencers at the Shibuya Sakura Stage complex. The occasion: a full-day "Bordeaux Experience" featuring exclusive tastings, expert-led masterclasses, and a showcase of wines not yet available in Japan. Representing the Bordeaux wine industry since 1948, the Bordeaux Wine Council (CIVB) unites the region’s three essential pillars—winegrowers, merchants, and brokers. To build excitement for the event, the CIVB launched a bold promotional campaign targeting Japan’s busy commuter crowd. Shibuya’s legendary crossing lit up with synchronized content across seven massive screens, while the subway beneath was fully wrapped in campaign visuals. This high-visibility strategy ensured strong awareness ahead of the event.