From Heart to Heart - Ararat | Clapboard Ad Archive

The From Heart to Heart campaign for Ararat brandy, created by NEF and launched in Belarus in 2017, innovatively leverages emerging digital technologies to deepen the emotional resonance of shared drinking experiences, positioning the brand as a catalyst for authentic connection among loved ones. At its core, the campaign uses what Clapboard's taxonomy classifies as FORMAT#5 EXEMPLARY STORY, weaving the product into a narrative that highlights how Ararat brandy enhances intimate moments by fostering genuine emotional expression. The campaign’s centerpiece is a sophisticated AI module integrated into an iOS and Android app, capable of recognizing seven distinct emotional states in real time during conversations. This AI-driven technology translates these detected emotions into dynamic 3D visualizations that appear within specially designed crystal brandy glasses, visible through an augmented reality function on a tablet. By placing two glasses filled with Ararat brandy on the device, users witness their feelings literally reflected in the glasses as they interact, creating an unprecedented layer of sensory and emotional engagement. This fusion of AI, AR, and premium glassware redefines the act of drinking brandy from a passive ritual into an interactive, emotionally charged experience that elevates the role of the product beyond taste or tradition. It invites consumers to not only savor the spirit but to communicate and celebrate the nuances of their relationships in a visually compelling way, thus reinforcing Ararat’s positioning as a facilitator of meaningful social bonds. The campaign’s digital-first approach underscores the brand’s commitment to innovation in a category often reliant on heritage and craftsmanship alone, signaling a forward-thinking mindset that appeals to a modern audience seeking depth and authenticity in their social rituals. Clapboard rates this campaign 69/100 in its global creative archive. From Heart to Heart matters to the alcoholic drinks industry because it demonstrates how integrating AI and augmented reality can transform traditional beverage consumption into a participatory emotional event, which sets a new benchmark for experiential brand storytelling.