The World Smiles with Lindeman’s in latest global campaign via J Walter Thompson, Melbourne
Lindeman’s and J Walter Thompson Melbourne have searched the world to discover what makes people smile in a new campaign that features universally relatable stories of friendship and positivity.
Celebrating Lindeman’s remarkable global popularity in over 100 countries, “The World Smiles with Lindeman’s” campaign was created by J. Walter Thompson’s Melbourne team and will launch globally from this month, across digital, still and video/TVC, in-store activation and limited edition bottles.
The campaign provides a snapshot of people from all walks of life, capturing candid interactions and the moments that make them smile. While every story is individual and each location has a character of its own, the spirit of connection and positivity that unites them has no boundaries.
“Lindeman’s has been making people smile for over 170 years,” says J. Walter Thompson’s Paulina Embart. “And this campaign celebrates those little, everyday things that make us happy. Inevitably, it’s a real sense of social connection that lies at the heart of joyful moments.”
Adds Lindeman’s global marketing manager, Tasha Harp: “This campaign is a modern interpretation of Lindeman’s positive philosophy, which was first expressed by founder Dr Henry Lindeman in 1843 and has been a consistent value of the brand ever since. Lindeman’s is available in 100 countries around the world, so we sought to capture just some of the locations and moments where Lindeman’s is enjoyed.”
The campaign was shot in four locations around the world – London, Stockholm, Guangzhou and Sydney – by internationally renowned photographer, Sophie Ebrard. Ebrard took a journalistic approach to subject and story, scouring each location to uncover interesting stories from ‘real people’ who enjoy Lindeman’s and capturing these in her customary visual style, both on film and through still photography.
Agency: J. Walter Thompson Melbourne:
Creative Director: Tim Holmes
Senior Writer: Michael Mulcahy
Senior Designer: Chris Lewis
Designer: Monica Placella
Agency producer: Lauren Napthine
Planning: Simon McCrudden
Account Management: Peter Randeria, Paulina Embart, Rose Dwyer
9 Comments
I can’t fault the execution but where is the insight? Horrifically generic. If you have nothing to say about a product, think of another way.
Didn’t JWT already sell that idea to Allen’s lollies?
Those with long memories may recall Peter Carey’s campaign in the late 70s –
“You make us smile Dr Lindeman”. Plus ça change, plus c’est la même chose.
It may be generic but it’s a nicely executed reminder of the brand experience.
Replace with Coke and Happiness or Cadbury and Joy and we have, yup, pretty much the same strategy and idea. Only Coke and Cadbury are better executed than generic, boring, slice-of-life ‘everyday’ moments.
Giggling like an idiot is generic when it comes to booze The ‘brand experience’ is merely the ‘booze experience’. Carey’s campaign from the 70’s was from a time when we were less discerning, less critical, and there was a lot less competition for the wine dollar. There was Ben Ean moselle, Lindemans and Coolibah wine boxes in the handy 2 litre cardboard box with a plastic bladder that made a handy beach pillow you could inflate by mouth after you’d consumed the contents.
4 litres, or you’re not really that old.
Real life smiles, done really, really badly.
@@Old CD Guy:
I guess I lost track after the first 2 litres. Or maybe it’s dementia. I’m old, really, really old. Over 60 old.
That’s the new forty.