Jacob’s Creek shows its true character in a short film series and global campaign via Soap Creative

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stay true.jpgWine brand Jacob’s Creek is bringing the personal stories of some every day Australians (and some well-known identities) to life as part of a global marketing campaign via Soap Creative.

Since its Australian launch on 18 February, the “Stay True” campaign has already received more than 100,000 views on YouTube. Featuring a selection of short films called the “True Character Series”, the campaign documents 15 inspirational stories of people who have overcome adversity to stay true to their dreams.

The entertaining series showcases personal stories told by people from all walks of life, including fashion designers, musicians, sports people, filmmakers and chefs, as well as some of the people behind the Jacob’s Creek brand. Some of the more well-known contributors include:

  • Celebrity chef, Pete Evans discussing his journey into his culinary career and how following his passion for cooking creates an everyday spice in his life.
  • AFL footaller, Tadhg Kennelly who explains how the love for his father fuelled his passion for sport and his journey to glory with the Sydney Swans and beyond.
  • Artisan ice cream makers, the Van Leeuwen American/Australian trio who reveal how their passionate leap of faith led to consumer delight and growing success.

Says Jo Adamo, marketing director for Jacob’s Creek: “The ‘True Character Series’ is about engagement, and communicating our true character message in a meaningful way.

“Showing your true character is something that relates to everyday life, not just epic moments. Just as the Jacob’s Creek team have always stayed true to heritage and passion for making quality wines, we want to celebrate the lives of other people who also stay true.”

International versions of the True Character Series were successfully launched in the US, the UK and Ireland last month and are being supported by locally activated PR, global blogger activation, targeted digital advertising. The global promotion campaign also features an online promotion offering a trip for two to Australia to visit the home of Jacob’s Creek.

Ross Raeburn – MD

Rebecca Supanovich – GAD

Brad Elridge – Executive Creative Director

Phil Gillman – Creative Director

Ashley Ringrose – Owner, Soap

Charlotte Ludlow – Producer