Yalumba taps into its essence and philosophy in new ‘For the love of wine’ campaign via kwp!
In its 165th year Yalumba, Australia’s oldest family owned winery, is presenting a fresh new advertising campaign that captures the essence and philosophy of this iconic brand via Adelaide creative agency kwp! Advertising.
Says James Rickard, kwp! creative director: “Although it has an extensive portfolio of products with a footprint that spans the globe, this 5th generation family-owned winery operates like a small boutique winery. The passion, attention to detail and commitment to quality are not usually found in an operation of this size.”
The details of these unique brand attributes make for great stories, which the new campaign reveals along with dramatic photography and cinematography, all shot in and around the winery by photographer Andreas Smetana.
Says Matt Taylor, Yalumba national marketing director: “‘For the love of wine’ is more than just a pithy slogan, it’s an articulation of our sole reason for being. When you measure everything we do against that statement, it rings true.”
The campaign launches in late July with full-page ads in consumer and trade publications as well as online video content.
Creative Director: James Rickard
Creative Team: Corey Swaffer, Michael Gagliardi
Media Team: Lucy McFarlane
Account Team: Tristan Glover, John Baker
Agency Producer: Micky Grant
Finished Artist: Jodie Kunze
Director/Photographer/DOP: Andreas Smetana
Production Producer: Natalie Loveridge
Client Team: Matt Taylor, Jacinta Morris, Claire Doughty, Anna Gillman
7 Comments
Yeah,
It’s a Killey Withy Pithy Statement.
It’s a Killey Withy Pithy slogan.
On the Control Freaks ad, the first sentence simply reiterates the headline and should be dropped. And if you’re saying ‘we’re’ etc then you should say ‘that’s why’ and not ‘that is why’ and be consistent. If you’re putting out a craft ad then craft it.
A fine effort to get into the 1978 D&AD annual.
Congratulations to all involved.
I’ve also worked on a client who wanted just as much of their blah family history written into the campaign. It’s no walk in the park so good job on getting it all in there.
I agree that the copy needed a little more crafting though, but the tone is nice.
I suspect the contractions were partly used to help with art direction and the line breaks. Nothing new in that. To my knowledge there is also nothing in the copywriting handbook that states you need to be consistent. Flow and timing play a role, too. All of which would make an interesting discussion with the writer, if you were looking for one. Which I doubt.
pity there’s no love of type.