Brand experience agency Hyperactive has launched the second instalment of its ‘Most Wanted Collective’ campaign for Most Wanted Wines, in a bid to celebrate diversity through creativity.

The campaign will showcase a collection of limited-edition wine designed by artists from under-represented communities, forming the second burst of activity from the collective.

‘We set out to create a meaningful campaign that was true to the Most Wanted Wines brand DNA which at the very core, breaks down barriers in a sector known to be exclusive,” Hyperactive creative lead, Andrew Casher said.

Our task was to authentically and credibly turn this into an expression of equality, inclusivity with creativity as the vehicle to start conversations. Working with such talented artists is a privilege and I would like to thank them for sharing their personal and emotive stories, as well as our partners Creative Debuts and Talk Art who have been incredible in turning our strategy into reality with powerful human connection and empathy”.

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Actor Russell Tovey and gallerist Robert Diament have been enlisted for the campaign –  the Collective artists are Tejumola Butler Adenuga, Ana Curbelo and Anshika Khullar, whose work will be discussed on the renowned Talk Art podcast.

Most Wanted Wines brand manager, Sarah Watkins added: “Good wine, just like good art, should and can be enjoyed by everyone. Our aim with the Collective and our enduring mission with the Most Wanted brand as a whole, is to make both wine and art as inclusive as possible.

“By offering our labels to creative talents from lesser-represented communities, we are providing a non-traditional platform for them to share their unique.”