Challenged with expanding the brand positioning of “True Character” and “Always stay true” and helping consumers understand the what it all meant and why Jacob’s Creek cared, we created the True Character Series for use in key markets globally.
A series of stories about everyday people around the world as well as the people behind the products, these stories focus on people that stay true to themselves, their heritage and/or their passions.
We’ve produced a wide range of stories, with initial release scheduled for the web as shorts films, and longer release edits being shopped for distribution to various broadcast and cable channels.
The campaign has now launched in multiple countries around the world with a contest asking people to tell the stories of themselves or people they know that have stayed true.
Jacob’s Creek wanted to install a kiosk in their visitors center that would allow people to explore their wines and the brand on their own. We came back with a concept based upon an iPad application model that would be configurable for multiple uses and brands.
A built in Admin system allows Pernod Ricard to quickly update and configure the visible content. This provides the ability to use the experience in both kiosk and tablet scenarios at the visitors center or remote tastings around the world.
Additionally, the platform is planned and built in such a way to allow Pernod Ricard to easily and cheaply skin new versions for other sister brands.
Screensaver Attract Screen
Wine Tasting Guide
I led the development of a new creative positioning and a global toolkit of thru the line assets for Jacob’s Creek Trilogy – a mid-level sparkling being integrated into the Jacob’s Creek range.
Briefed to capture the gestalt of a trend focussed around luxurious eccentricity, we developed a concept integrating a detailed bespoke wallpaper with a hint of the “ironic hipster” wink in it.
Initial Selected Creative
Then we were asked to develop a “more conservative/traditional” bridging look that retained a bit of the eccentric. Building from the idea of Trilogy (the three classic champagne grapes used in the blend) and the 3 stars of the logo, we worked off the connection between the stars and bubbles, as well as the night sky of summer parties.
The “Bridging” Live Creative
As part of an otherwise relatively standard online and point of sale based campaign for a new wine line from Jacob’s Creek we developed an app that enabled people to celebrate friendships and occasions through photo collections. The “twist”? We enabled them to collect photos from facebook albums into a book that could be shared as an interactive album with music, a PDF or printed and gifted as a coffee table book thru Lulu.com.
As one of our concepts for the activation of the Wyndham Estate Life Full of Flavour campaign, we developed a concept for a encyclopedia of meat app — A Meat Lovers Guide to help our audience pick the best cut to meet their meat mood.
Still just in the concept stage, we are hoping to have it in market this year.
An Exploratory model of usage based on the 5 senses…
Tasked with redesigning and modernizing the Wyndham Estate web site prior to completing the brand campaign launch, we worked to create a flexible and user friendly system allowing for content and product to shine.