“We help our clients sell more stuff.” That’s the mantra of Below + Beyond.

And it seems to be working rather well. Selling more stuff for its clients has helped Below + Beyond extend what it does from below-the-line and shopper marketing into consumer advertising.

…which includes its becoming the agency for all the brands in Accolade Wines’ stable across all mediums. And that has resulted in new brand platforms for Mud House, Banrock Station, Grant Burge, and Hardy’s.

The new Banrock Station work has just been released. It continues the brand’s environmental campaign, in which a proportion of sales will go to protecting the Great Barrier Reef.

“Our research showed that 18-24 year old females will switch brands if it makes them feel they are contributing to the environment, so we leveraged this personal motivation as perceived value above price point on shelf,” Michael Blumberg, managing director of Below + Beyond, explained.

The OOH creative work is designed to attract with colourful images by Limehouse Creative and appeal by presenting a contrast to dreary cityscapes. Limehouse’s vibrant reef imagery brightens city life from skins on buses, city furniture, digital and shopper lights.

In addition to the brand campaign there is a retail extension that provides information to reassure Banrock Stations shoppers of their purchase decision and gives instant gratification incentives.

“Our beautiful reef creative platform is building traction in Australia and globally. So far we have contributed over $6m towards environmental projects around the world including the Great Barrier Reef here in Aus,” Brad Camer, marketing director Accolade Wines, noted.

Credits:

Client: Accolade Wines

Agency: Below + Beyond

Visual production: Limehouse Creative