Yalumba Asks Us to ‘Embrace the Magnificent Unknown’ in New Campaign via Special Group
After winning the business last year Special Group Australia has been working with the iconic family-owned global brand from the Barossa to help bring to life the world class quality and inspiring truths that have driven the business for over 170 years.
The campaign showcases Yalumba’s brand philosophy of ‘Embrace the Magnificent Unknown’. It launches with a 60 second spot for TV, online and cinema, directed by Christopher Riggert of Finch, and voiced by acclaimed Australian actor Deborah Kennedy.
The film dramatises the planting of the first ever Yalumba vine, by founder Samuel Smith, in the middle of the night. A moment of huge risk and even greater potential reward that would grow into Australia’s most historic family owned winery. The idea of allowing the uncertainty of nature to guide them is still a key element of all Yalumba.
Says Julian Schreiber, executive creative director, Special Group Australia: “Once we heard the story of the first vine, we knew that not only did it perfectly demonstrate the brand’s philosophy but it would allow us to create something dramatic, visceral and unlike any other wines out there.”
Says Nicky Gameau, director of marketing and communications, Yalumba: “The campaign gives the audience an opportunity to connect with a timeless emotion: the ambition to do something bold. In an extremely cluttered category, the premium wine drinker needs something they can believe in.”
The campaign is supported by print and outdoor, highlighting Yalumba’s natural approach to growing.
The campaign showcases Yalumba’s brand philosophy of ‘Embrace the Magnificent Unknown’. It launches with a 60 second spot for TV, online and cinema, directed by Christopher Riggert of Finch, and voiced by acclaimed Australian actor Deborah Kennedy.
The film dramatises the planting of the first ever Yalumba vine, by founder Samuel Smith, in the middle of the night. A moment of huge risk and even greater potential reward that would grow into Australia’s most historic family owned winery. The idea of allowing the uncertainty of nature to guide them is still a key element of all Yalumba.
Says Julian Schreiber, executive creative director, Special Group Australia: “Once we heard the story of the first vine, we knew that not only did it perfectly demonstrate the brand’s philosophy but it would allow us to create something dramatic, visceral and unlike any other wines out there.”
Says Nicky Gameau, director of marketing and communications, Yalumba: “The campaign gives the audience an opportunity to connect with a timeless emotion: the ambition to do something bold. In an extremely cluttered category, the premium wine drinker needs something they can believe in.”
The campaign is supported by print and outdoor, highlighting Yalumba’s natural approach to growing.
