Campaign: Numbers Tell Extraordinary Stories For Penfolds Wine

Campaign: Numbers Tell Extraordinary Stories For Penfolds Wine
SHARE
THIS



In a deliberate break from the standard conventions of the wine category a new campaign for Penfolds Wine, shot in Paris by luxury brands photographer Maud Remy Lonvis, is designed to be distinctive across all media.

It combines photography with intriguing facts about the numbers that define Penfolds iconic wines.

The campaign idea owns the concept of numbers by connecting the brand with contemporary culture and a luxury lifestyle, from jet setting travel to objects of great craftsmanship and beauty – all things aspirational to a global luxurian.

The monochromatic nature of the main image photography, the white space and the accent colour of the red in the branding and bottle imagery utilise Penfolds colour palette in order to powerfully brand the campaign.

The campaign will run in English as well as Mandarin and German, taking audiences on an inspiring and intellectual journey through The Penfolds Collection.

The campaign extols the virtues of various treasured Penfolds numbers spanning 170 years of winemaking history, including the number ‘60’, a significant milestone as the brand celebrates 60 consecutive vintage releases of Grange.

Penfolds chief marketing officer Simon Marton said: “Numbers are at the heart of our wines and Penfolds make certain numbers mean something extraordinary. The quality and magic of Penfolds is evoked through numbers and we are using numbers as the code to unlock the stories behind the brand.”

Leagas Delaney managing director Remi Rasenberg said: We are thrilled with what has resulted from a trusted and inspiring creative partnership with Penfolds. We know and value that the brand and its new campaign deserve a sense of beauty and creative intelligence that is more than just a product campaign and instead a tangible expression of its DNA. The new campaign successfully reinforces Penfolds status as a global, luxury brand and will delight and captivate its audience with its myth, intrigue and emotion.”

Please login with linkedin to comment

Clemenger BBDO Sydney Netsuite SAFM

Latest News

Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]

Digitas Creates Its Own Flavour With Data Driven Beer
  • Marketing
  • Media

Digitas Creates Its Own Flavour With Data Driven Beer

Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life
  • Marketing

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life

As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]

Come From Away Reopens In Sydney!
  • Media

Come From Away Reopens In Sydney!

Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
  • Media

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate

Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]

Enero’s Q1 Revenues Soar 22.6%
  • Advertising
  • Marketing

Enero’s Q1 Revenues Soar 22.6%

B&T's unsure if Enero boasts Champagne clients on its books, but the corks should be popping on these bubbly numbers.

Vevo Launches New App On Fetch TV
  • Marketing
  • Media

Vevo Launches New App On Fetch TV

Music video network Vevo is for the groovers, the chanteuses, the karaoke kings and the hairbrush mime artists.

Media Chiefs Dissect 10’s Upfronts
  • Media

Media Chiefs Dissect 10’s Upfronts

Judging by this, media bosses liked what they saw from 10's Upfronts. They were ecstatic that Rove wasn't returning.

by B&T Magazine

B&T Magazine
Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty
  • Media

Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty

The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks
  • Marketing
  • Media

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks

Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]

Microphone in front of the sound mixer and computers in broadcasting radio studio. New radio station studio.
  • Advertising

Metropolitan Commercial Radio Ad Revenue Up 12.7% In September

Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific
  • Media
  • Technology

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific

GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]