In November 2018, J.Walter Thompson Melbourne created the most wonderful, whimsical, humorous and memorable campaign idea for Treasury Wine Estates’ Squealing Pig wines – a series of lovely little stories about the five little pigs that feature on both the Squealing Pig label and in the famous nursery rhyme.
J. Walter Thompson is now Wunderman Thompson and the Squealing Pig stories live on. The agency’s new Curly Tales of Squealing Pig are 5-line stories and this time they’re topical, providing some fun, light-hearted relief during what has been a serious and complex time for a lot of Australians in isolation.
Each story is still inspired by the rhyme that features on every bottle of Squealing Pig wine. The tales start with a line from the original story, before taking a modern, humorous twist as the first stories did. The new stories live on Instagram.
One is a tale about spending isolation “watching a hillbilly raise tigers”; another is about a housemate haircut turned mullet; the third is about an awkward conference call. The campaign is extended further via an OOH execution which keeps it simple by encouraging Australians to stay home: This little pig stayed home, nice one pig, it says.
Simon Langley, Wunderman Thompson’s national chief creative officer, commented, “Squealing Pig is a brand that consistently tells authentic, humorous stories that our audience can relate to. With this campaign, we wanted to give people a break from the serious tones and news fatigue of the current COVID-19 world.”
View the campaign spots on the Squealing Pig Wines’ social media here.
Credits
Creative Agency: Wunderman Thompson
National Chief Creative Officer: Simon Langley
Creative Director: Brie Stewart
Creatives: Lochie Newham & Jack Elliott
Producer: Sandi Gracin
Editor: Dave Wade
Group Engagement Lead: Elsa James
Engagement Lead: Fiona McGinley
Senior Strategist: Brent Morris
Client: Treasury Wine Estates
Marketing Director ANZ: Ben Culligan
Senior Marketing Manager: Kate Adamson
Senior Brand Manager: Laura Wenn
Marketing Strategy & Business Director: Pete Randeria
Media agency: Mindshare
