Venture Below The Surface With Penfolds New Oceanic Thematic

Venture Below The Surface With Penfolds New Oceanic Thematic
B&T Magazine
Edited by B&T Magazine



Penfolds is delving into the world of deep-sea exploration with the launch of its second global thematic – ‘Venture Beyond 2023’.

This undiscovered territory opens a new world of playful experiences and immersive activations, designed to engage and ignite the imagination of luxury consumers around the world. Penfolds chief marketing officer, Kristy Keyte said: “We are proud to unveil our new global thematic ‘Venture Beyond 2023’ to the world. Driven by self-belief and pioneers by nature, Penfolds continues to journey into the unknown, looking beneath the surface to explore the depths of possibility.

Our latest venture into the deep sea is a testament to this, allowing us to activate our brand values and DNA in unexpected, creative, and consistent ways across global platforms.” The launch of ‘Venture Beyond 2023’ includes the release of special edition packaging for select Penfolds wines. Bin 389 Cabernet Shiraz 2021, Bin 28 Shiraz 2021 and Penfolds Max’s range will all be available in packaging featuring marine artwork and lean into themes of oceanic discovery.

As part of Penfolds focus on sustainability, the special edition ‘Venture Beyond 2023’ packaging of Penfolds Max’s range is fully recyclable and packaging for Penfolds Bin 389 Cabernet Shiraz 2021 and Bin 28 Shiraz 2021 is made using 75 per cent recycled materials. To bring the underwater thematic to life, Melbourne-based interdisciplinary digital artist Mikaela Stafford interpreted the Venture Beyond concept with a mindset of playfulness and discovery, using her refined skills in 3D motion graphics and modelling. Her powerful artwork will leverage themes centred around marine exploration, daring to go where other wine brands have never gone before.

Developed in partnership with Manchester-based creative agency LOVE, ‘Venture Beyond 2023’ is an omni-channel global execution with touch-points including packaging, point of sale, digital, experiential and events. Reflecting on the new thematic, Mikaela Stafford said, “The core of what my work is about is exploring the intersection between technology and nature, trying to find ways to harmonise the tension between the two.

With the concept being ‘Venture Beyond’, I wanted to create a place that felt like it was very discoverable. Every time you look at it, you notice something different – something that feels really familiar but also unfamiliar at the same time.” Penfolds ‘Venture Beyond 2023’ is now live in key markets across platforms including OOH, print, social media advertising, video advertising, point of sale and experiential events/activations.




Please login with linkedin to comment

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]