OpenTable

Aug 2026

In a delightful subversion of fine dining norms, the OpenTable project titled $22,000 Wine strips away the white-tablecloth pretense to bring rare luxury directly to the Melbourne pavement. This ambitious restaurant food and beverage campaign centers on professional sommelier Jay Bessell, who navigates rainy, urban streets to offer passersby a taste of a legendary $22,000 bottle of Chambertin. By placing such a prestigious vintage in the hands of unsuspecting pedestrians against the backdrop of local bistros like Federici, the production captures a rare friction between high-end connoisseurship and spontaneous human connection. Executed with a raw, documentary style, the live-action technique leans into the authenticity of the setting, utilizing natural daylight and soft focus backgrounds to emphasize the genuine, surprised reactions of the participants. The result is a playful, lifestyle-focused narrative that effectively humanizes an otherwise intimidating category, proving that the best culinary experiences are often those found unexpectedly on the sidewalk. By eschewing the polished, controlled environments typical of premium wine advertising, the project channels a grounded, energetic atmosphere that feels both premium and accessible. This approach creates a compelling brand story for OpenTable, illustrating that the platform is not just about reservations, but about fostering memorable, authentic food experiences wherever they might occur, successfully blending high-culture storytelling with the grit and charm of a modern city street.

Documentary, Lifestyle, Commercial

Live-action Technique

Restaurants, Food & Beverage