Jacob’s Creek launches new global ‘Made By’ campaign via Havas Worldwide Australia
Jacob’s Creek has launched its new global ‘Made By’ brand campaign via Havas Worldwide Australia, which celebrates the people, places and passions that go into crafting every bottle of Jacob’s Creek wine.
The ‘Made By’ campaign launches globally this month with a 15″, 30″ and 60″ TVC. Filmed at the home of Jacob’s Creek, the global campaign gets beneath the surface of the brand by featuring real Jacob’s Creek winemakers and growers. The campaign provides a glimpse into the lives of the people who make Jacob’s Creek, the land that inspires and challenges them and the award winning wines they craft.
Says Derek Oliver, global marketing director at Jacob’s Creek: “The ‘Made By’ campaign demonstrates the authenticity of Jacob’s Creek by emphasising our winemaking credentials, quality and heritage. We are proud to showcase what Jacob’s Creek is Made By, bringing together the real people behind the brand and capturing the brands provenance. This new campaign takes consumers deep into our story, to show them what we’re really ‘Made By’.
“Many people don’t realise that Jacob’s Creek is a real place. Jacob’s Creek is not just made in Australia, we’re Made By Australia, we draw inspiration from the people, places and passions behind the brand.”
The ‘Made By’ campaign is the first major campaign for the brand since launching a new global brand identity in 2014.
Says Nic Finlayson, director, Finch: “It was important for us to create a strong emotional connection with our audience. We wanted to show moments that are meaningful and impactful in the winemaking process, and all the hard work and passion that goes into making a bottle of wine.”
‘Made By’ is an integrated campaign being activated across broadcast, in-store, digital and PR. The broadcast and digital campaigns will begin rolling out globally, including main markets Canada, China, Australia and the UK, throughout 2014 and 2015.
A consumer engagement social platform, designed to ask consumers to consider what they are ‘Made By’, will be launched globally in January, 2015.
The ‘Made By’ campaign will be extended by introducing a new partnership with a global tennis champion who will tell the story of what he is ‘Made By’. This extension of the campaign will be launched to coincide with the Jacob’s Creek sponsorship of the Australian Open.
Client: Jacob’s Creek – Pernod Ricard Winemakers
Jacob’s Creek Team: Anne Tremsal, Derek Oliver, Kris Powell & Celest Kenny
Advertising Agency: Havas Worldwide Australia
Creative Directors: Stuart Turner and Seamus Higgins (Havas Worldwide Australia)
Production House: Finch
Director: Nic Finlayson
PR Agency: One Green Bean Australia
Digital Agency: IMPERO London
21 Comments
This proves that if you are in an industry bubble and only employ people from that industry you will create wallpaper.
Take any alcohol brand ad and it looks like this, even Jim Beam did a better job.
‘Made by’ people who don’t understand the real problem and are not brave enough to challenge the client.
‘Made by’ clients who need to think harder about what they are trying to say rather than what they want to see.
Show a lot of things happening at once,
Remind everyone of what’s going on (what’s going on)
And with every shot, show a little improvement
To show it all would take to long
That’s called a montage (montage)
Girl we want montage (montage)
Good to see a bit of craft. Some beautiful shots.
where is the :60?
don’t nobody launch with a :60 anymore, and then roll out 30/15?
David Field is the Sam Johnson of this decade.
Just like wine, terrible.
Looks like a low budget version of the Barossa Valley spot
I’m Aussie and I can’t understand the accent.
Is he supposed to break into Afrikaans halfway through?
Havas have gone from hit to shit in about two seconds flat.
The voice over couldn’t be more wrong, grumpy, throaty, battler gargling that sounds like it should be quenching a hard earned thirst not extolling the delicate virtues of wine.
Strategy is nice. ‘Made by Australia’ is on the money, but the execution is all over the place. I suspect the client got what they wanted though.
images are nicely shot, but have to agree with some of the comments above, the VO does sound like a beer ad and there are so many “hard working, rough hand guys” in the set ups – are JC trying to position as the “everyday bloke’s” wine? If so, then that’s probably a good job… if not … then I think it misses all us girls that buy a couple of bottles of red a week …
actually just watched the commercial again … and there isn’t a female to be seen !!! Maybe the guys from Jacob’s Creek should talk to the producer’s of “Farmer wants a wife” …
Guaranteed the client bought the mood reel.
austraila, you’re not the market boys.
https://www.facebook.com/redobsessionmovie
Looks great. Nice, snappy writing. And has a simple, compelling idea. Well done geezers.
Well written and beautifully executed. Great job.
I’ve never been a fan of CB as it seems to be full of insular agency types, riding on their golden high horses, that feel the need to tear everything down under an anonymous sign while they sip on their kale protein shakes.
I check in every now and then to see if anything has changed.
Thanks @Same Same for showing me that it is still full of wankers.
Can anyone tell me about the song for this ad?
Who’s the guy with the wonderful haunting tone in the ads?
Tropical Ocean by DD Dumbo
This ad is almost perfect except for some major oversights;
1. The voice over doesn’t suit the product. A Cate Blanchett Lord of Rings style voice over would have made the ad less blokey.
2. Where are the women farmers? I thought this was the 21st century for heaven sake!
3. Too many shots of a grimey man grabbing and crushing grapes with his hand. It put me off the product at least.