Challenge

One of the world’s leading wine brands, but lesser known in the UK, Penfolds needed to be the awareness of their brand and pioneering spirit as a new world wine. They are a brand with a history of being bold and going beyond the status quo, which we needed to demonstrate to grab attention of their ‘New Luxurian’ audience. We lifted off with the visually powerful world of space travel, daring to go, where other wine brands have never gone before.

Strategy

Launching Penfold’s first large-scale brand campaign in the UK, it was vital that their brand be a dominant component in our work. We don’t just need to grab attention, once held we need to obviously say who they are.

We expanded the above-the-line creative platform by experimenting with their distinctive brand assets and use of media. This was balanced with a clear messaging hierarchy that reflected their story.

Solution

Across all our touchpoints, we elevated the creative assets (literally) to embody Penfold’s ‘Venturing Beyond’ campaign.

On social, wine rockets and spacemen popped out of videos to disrupt social feeds and stop thumbs. In OOH, a special build at Europe’s busiest shopping mall, Westfield, saw the iconic Penfolds spaceman and billboard physically drift out of the site as if in zero gravity. To build reach, over 2000 DOOH sites showed off visually iconic, space-themed animation with their bold red tint.