I Am George

Australia – Pernod Ricard Winemakers

I Am George

Challenge

Pernod Ricard Winemakers (PRW) approached DAf about an exciting project, launching new brand I Am George, a range of Australian wines named after George Wyndham, known as the father of Australian Shiraz. PRW wanted to develop visuals for elements of the brand´s storytelling, recounting the adventures of Wyndham, who left a comfortable life in Britain to put down roots in Australia and cultivate wine in the mid-19th Century.
Client
Pernod Ricard Winemakers
Capabilities
Key Visuals
Full Width Pic
Full Width Pic
Full Width Pic
Full Width Pic

Solution

PRW had a strong storytelling about the British aristocrat who went rogue in Australia, but DAf needed to create a concept to best present the storytelling visually to consumers. The target market was defined as culture seekers who have an adventurous spirit and interest in wine.

DAf worked with the concept “my strength is within” to create a series of fantasy-laden images using strong colors to highlight the rugged Australian lands and using key elements to recreate the three chapters of Wyndham´s adventure: his journey to Australia, his battle to survive in harsh conditions and his labor to tame the land and grow grapes. Playing on the first-person brand name, DAf made the bottle the protagonist of the visuals, representing George himself, his fortitude was shown as strength, with the power of the bottle causing the surface it was placed on to buckle.

Key Visuals

Key Visual
Key Visual
Key Visual
Key Visual
Key Visual

Result

The images produced by DAf were used to the launch the brand in Australia. PRW was pleased with the creative process, with Global Senior Brand Manager Activation Adele Nowakowska concluding:

“This agency is the only creative agency that truly understands and appreciates the wine category. I’m always confident that the team will interpret the brief correctly and supply us with a creative strategy that reflects the original brief. I Am George was an unusual brief and I wanted DAf to work on it. I am always pleasantly surprised when I see work from them.”

An Australian Odyssey.

Full Width Pic

October 21, 2020

Jacob’s Creek Awards

Australia – Jacob’s Creek

Awards & Claims Campaign

Challenge

When Pernod Ricard Winemakers (PRW) Australia was looking for an expert wine agency to help with a specialist Jacob’s Creek campaign, they came to DAf. The challenge was to educate consumers about the value of wine awards, while remaining true to the essence of their impactful “Made By” master brand campaign.
Client
Pernod Ricard Winemakers
Capabilities
POS

Key Visual
Full Width Pic
Full Width Pic
Full Width Pic

As one of the most awarded wine brands in the world, Jacob’s Creek found that consumers around the world didn’t necessarily understand how that reflected quality. As a global campaign, DAf needed to create a visual solution for both the Reserve and Classic ranges, focusing in particular on four key markets: Australia, the UK, the US and China.

DAf was also asked to develop a global toolkit comprising: digital banners, video content, PoS material and key visuals for download and use by global markets.
Full Width Pic

Solution

With such a complex topic as awards and claims messaging, and a whole variety of markets to consider, DAf began the project with an exhaustive strategic overview. It was through this that we were able to identify a variety of creative routes to explore, while ensuring that they would be of strategic value to the brand.

With strict regulations around awards and claims messaging in different markets, DAf’s challenge was to create a visual language that would be easily understood without showing images such as medals.The answer for the more premium Reserve range, was a collection of awards presented through bottle tops, each stamped with the golden Jacob’s Creek logo. This sea of metaphorical awards was a backdrop to the varying SKUs, using a luxurious visual language to transmit the idea of quality.

Key Visual
Key Visual
Key Visual

For the Classic range, photography of a genuine Jacob´s Creek vineyard taken by DAf on location was the focus. The authentic images gave the campaign a true sense of place, using the vineyard posts with their unique numbering system to reflect the campaigns macro claims of: “Over 8,000 awards and counting” and “One of the World’s Most Admired Wine Brands.”
Full Width Pic
Full Width Pic

POS APPLICATIONS

Full Width Pic
Full Width Pic
Full Width Pic
Full Width Pic
Full Width Pic
Full Width Pic

TOOLKIT COVER

Full Width Pic

MAKING OF

Full Width Pic
Full Width Pic
Full Width Pic
Full Width Pic
Full Width Pic
Full Width Pic

Client Testimonial

“This campaign was about building credentials for the brand and they really understand fine wine. They are extremely creative and never lose energy. Just when you think you can’t push it any further they just keep pushing and come up with something even more creative.

They are always available and quick (but thorough). And they know how to meet a deadline (in fact they are always keeping me in line on this). Lastly, working with them is simply easy… Nothing is an issue, no matter what the challenge is.”

October 16, 2020

A bold mix, designed to satisfy

Australia – Hog 3

A Bold Mix, Designed to Satisfy.

Challenge

Hogs 3 is a ready-to-drink bourbon and cola mix from Pinnacle Liquor Group in Australia. DAf developed a brand video for the product’s launch, combining the bright pop world of soda with bourbon’s southern archetypes.
Client
Pinnacle Liquor Group
Capabilities
Brand Video

Brand Video

The inclusion of rustic, natural materials, namely large oak barrels, helped to reinforce the traditional aspects of the bourbon and align Hogs 3 with long-standing southern archetypes. We used bright colors, playful shapes and a fun sound scape to inject the essence of the world of soda into the mix.

The final phrases, “It’s smart, it’s smooth, it’s ready to drink” really hone in on the millennial target consumer. Pinnacle Liquor Group was aiming to connect less with traditional bourbon drinkers and more with consumers looking for a neat solution to bourbon and cola in just a single can.

Target

Millennial spirits consumers in Australia.
Full Width Pic

It’s smart, it’s smooth, it’s ready to drink.

Full Width Pic

December 1, 2020