Campaign: ‘Made By’ Jacob’s Creek

Campaign: ‘Made By’ Jacob’s Creek
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Wine brand Jacob’s Creek has launched its new global ‘Made By’ brand campaign, which celebrates the people, places and passions that go into crafting every bottle of Jacob’s Creek wine.

The ‘Made By’ campaign launches globally this month with a 15”, 30” and 60” TVC. Filmed at the home of Jacob’s Creek, the global campaign gets beneath the surface of the brand by featuring real Jacob’s Creek winemakers and growers. The campaign provides a glimpse into the lives of the people who make Jacob’s Creek, the land that inspires and challenges them and the award winning wines they craft.

Derek Oliver, global marketing director at Jacob’s Creek, says: “The ‘Made By’ campaign demonstrates the authenticity of Jacob’s Creek by emphasising our winemaking credentials, quality and heritage. We are proud to showcase what Jacob’s Creek is Made By, bringing together the real people behind the brand and capturing the brands provenance. This new campaign takes consumers deep into our story, to show them what we’re really ‘Made By’.”

Oliver continued, “Many people don’t realise that Jacob’s Creek is a real place. Jacob’s Creek is not just made in Australia, we’re Made By Australia, we draw inspiration from the people, places and passions behind the brand.”

Developed by Jacob’s Creek and Havas Worldwide Australia, ‘Made By’ is the first major campaign for the brand since launching a new global brand identity in 2014.

‘Made By’ TVC director Nic Finlayson said, “It was important for us to create a strong emotional connection with our audience. We wanted to show moments that are meaningful and impactful in the winemaking process, and all the hard work and passion that goes into making a bottle of wine.”

‘Made By’ is an integrated campaign being activated across broadcast, in-store, digital and PR. The broadcast and digital campaigns will begin rolling out globally, including main markets Canada, China, Australia and the UK, throughout 2014 and 2015.

A consumer engagement social platform, designed to ask consumers to consider what they are ‘Made By’, will be launched globally in January, 2015.

The ‘Made By’ campaign will be extended by introducing a new partnership with a global tennis champion who will tell the story of what he is ‘Made By’. This extension of the campaign will be launched to coincide with the Jacob’s Creek sponsorship of the Australian Open.

Credits:

  • Client: Jacob’s Creek – Pernod Ricard Winemakers
  • Jacob’s Creek Team: Anne Tremsal, Derek Oliver, Kris Powell & Celest Kenny
  • Advertising Agency: Havas Worldwide Australia
  • Creative Directors: Stuart Turner and Seamus Higgins (Havas Worldwide Australia)
  • Production House: Finch
  • Director: Nic Finlayson
  • PR Agency: One Green Bean Australia
  • Digital Agency: IMPERO London

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