It’s so exciting when a campaign whose category tends to take the road most travelled steps out in a new direction. And this new direction by Wunderman Thompson Australia is particular clever, creating a higher tier for Penfolds wines that plays on the term, “fine wine”.
The new communications campaign, Meet Extraordinary, is global, led by the first global TVC that Penfolds has created in many years, and created in partnership with 11-time Emmy nominated director, Patrick Clair, whose unique directing style highlights the emotive sentiment of the campaign. Clair recently received a nomination in the 2020 Emmy Awards for Outstanding Main Title Design for Westworld.
The 30-second hero TVC will be supported in all markets around the world.
Wunderman Thompson Australia global business director, Paulina Embart, commented, “The new global brand platform was born of unearthing the truths hidden in the incredibly storied history of the Penfolds brand. One filled with innovation, creation and relevant truths to today’s consumer. Taking the core DNA strand of self-belief that lives within the 176-year-old brand led us to a repositioning and new brand idea.”
Penfolds global marketing director, Kristy Keyte, stated, “We are excited to launch Penfolds new Meet Extraordinary communications platform to the world. We hope this platform connects to the deep emotional values of our consumers around the world, to feel empowered to put into effect the strength of their own convictions. Because if you never push beyond ordinary, you never meet extraordinary.”
The masterbrand campaign will go-live across all media platforms including TVC OOH, print, digital, social plus in-store from September 2020 in Australia and from October in all other markets.
Credits:
Agency: Wunderman Thompson
National Chief Creative Officer: Simon Langley
National Chief Strategy Officer: Angela Morris
Creatives: Kat Thomas & Nick Doring
Designer: James Ayling
Head of Production: Jackie Archer
Senior Print Producer: Emma Donaldson
Global Business Director: Paulina Embart
Engagement Lead: Rose Suys
Senior Engagement Manager: Anna Parker
Production Company: Sedona Productions
Director: Patrick Clair
Executive Producer: Kim Wildenburg
Animation House: Assembly
Creative Lead: Jonny Kofoed
Producers: Helen Naulls & Clare Bone
Sound Design & Mix: Rumble Studios
Client: Penfolds
Global CMO, Treasury Wine Estates: Angus Lilley
Global Marketing Director, Penfolds: Kristy Keyte
Global Content and Media Manager, Penfolds: Anna Curtin
Global Marketing Manager, Penfolds: Bo Jakubenko
