We launched a new £1m campaign for Kumala to promote its wine range, bringing to life the rich South African heritage of the brand and was the company’s biggest investment in the brand for 10 years.
The creative brings to life the story of Kumala, showcasing South African spirit through the wine’s tasting notes in a visual campaign that uses vibrant colours and creatures bursting with character. South African Artist Maaike Bakker created the illustrations. The end line ‘Keep it Kolourful’ is a call to action that breaks Kumala out of the sometimes stuffy and staid world that wine advertising tends to play in, setting it apart from its competitors.
With an estimated reach of 9.5 million, the outdoor advertising featured across key cities including London, Manchester, Birmingham and Edinburgh, as well as social media platforms Facebook and Instagram.
Illustrator: Maaike Bakker
Production Company: Twin Productions
Producer: Danielle Hunt
Creative Agency: Creature
Chief Creative Officer: Ben Middleton, Stu Outhwaite-Noel
Category: Alcoholic Beverages