Vinomofo launches first global brand campaign ‘Decide’ via Saatchi & Saatchi, Melbourne
Vinomofo, Australia’s ‘E-Retailer of the year’ has this month launched its first global brand campaign in collaboration with Saatchi & Saatchi Melbourne, Robber’s Dog and Match Media.
Says Mark Cochrane, managing director, Saatchi & Saatchi Melbourne: “As Australia’s most progressive wine curation company, everything comes back to Vinomofo’s taste and the insight that ‘it’s our decisions in life that define us’. The idea titled ‘Decide’ gives Vinomofo a platform to further disrupt the category and connect with new markets. It’s an exciting time for the brand. We’re humbled to be part of the journey and look forward to further activating the ‘Decide’ idea now it has launched.”
Says Andre Eikmeier and Justin Dry, founders and joint-CEOs, Vinomofo: “The campaign was never designed just to sell more wine. More so, to help people meet the brand and join a global tribe of like-minded individuals with a shared way of living life; being a bit adventurous, not afraid to step up, care more and do some good. We think the result is epic and are already super pleased with the feedback from the 6.5M+ online views.”
The brand idea launched in Australia through a robust screen led strategy including TV, cinema, performance social, programmatic content, (supported by national outdoor) and is now being used to spearhead the brand’s launch into new markets including New Zealand, Singapore, the US and the UK.
Production Company: Robbers Dog
Director: Adam Stevens
Producer: Mark Foster
DOP: John Toon
Editor: Tom Eagles, The Butchery
Colorist: Edel Rafferty, Method Studios
Online: The Refinery
Sound Design: Colin Simkins, Gusto Studios
Music composition: Sean Peter, Autopilot Productions
Creative Agency: Saatchi & Saatchi Melbourne
Group Creative Director: Leon Wilson
Associate Creative Director: Tom Wenborn
Copywriter: Sam Harris
Senior Account Director: Milly Scott
Client Services Director: Rebecca Robertson
Senior TV Producer: Jo Alach
Executive TV Producer: Kate Gooden
Director of Strategy: Alex Speakman
Digital/OOH
Senior Art Director: Tim Yates
Senior Designer: Lillian Cuts
Senior Digital Designer: Scott Thomsen
Vinomofo
Co-founders & Joint CEOs: Andre Eikmeier & Justin Dry
Art Director: Adam Trovarelli
Head of Marketing: Kip McMillan
Digital Marketing Manager: Kate Burley
Media Planner: April McAloney
Media Agency: Match Media
Client Partner: Garth Moring
Client Planner: Bri Nottle
33 Comments
An epic load.
What a waste of money
I watched the short one and thought ‘meh’ but then i watched the long one and liked it.
is that a good thing or a bad thing?
There’s no need to decide, this is a long drawn out shit. Must be client because the agency is decent.
Decide what?
What does it mean in relation to the brand?
I look forward to the retail spots when this sinks down the u-bend.
VO in the first part of the long one was nice…then it turned to shit.
So there was an idea in there at some point.
Shame.
Classic startup gets too much money and blows it on something stupid.
‘performance social’?
Quite a big ad isn’t it? I’m with hmm, didn’t really get the short version but kinda dug the long one.
Well that’s a bit strange. Feels like it’s 3 big ads in one and doesn’t know what it wants to be.
Not sure anything about this makes me want to buy wine. I mean I get the decide to change your life and then go back to your old life part, but how does that sell wine?
He caught one rabbit in the time it took him to grow a beard.
Although it was a fake beard, so maybe he attached it the second day he was in the wild.
agencies should be fined for wasting money. This is a seven figure fine.
I really wanted to like this, but couldn’t.
Vinomofo is a great brand, though nothing in this long-winded piece told me what sets them apart from the rest.
If you hadn’t seen the 90 second spot, the 15 makes no sense.
What has happened to the fun and jovial sense of humour that lives on the site?
A missed opportunity to tell a great story.
Nice stuff Adam and Toon, very big.
It’s a bit quirky for my taste but I can get the humour in it
Its a wine site where you can choose a wine to buy. Thats the decision. Its like coles saying ‘decide’ its part of what every retail business in the world asks you to do. these guys have – for an unknown reason – decided to dramatise that and make a long ad out of it.
stick to selecting wine.
I thought the 90 was really good. Quite different.
Nice work Toony and ado.
Hey, at least they’re trying instead of writing butt-hurt comments, right?
7 out of 10.
For effort.
I love Vinomofo but this is some sobering shit. This has actually damaged my opinion of them. Very very bad advertising and the sort of thing that makes me embarrassed to be in the industry. What a wasted opportunity!
I like it, well done Justin and Andre for doing something you believe in. There’s a reason Vinomofo is one of Australia’s strongest online businesses and that’s the fact they don’t try to fit in. Keep doing it your way guys.
Decide. Decide what? Decide which type of wine to buy? Is there any strategic thought in this whatsoever? No. Says nothing about the brand, does nothing to differentiate it from any competitors. It’s just very poor work for a big brand on a big budget. The demise of the big Aussie beer has been talked about a lot of late, certainly not a void that will be filled by thish pish.
Too much of e everything. Plenty of nothing. Decidedly shit.
A dream with a budget and no one saying stop, wake up. We should do something else. You pour the vino, we’ll write the ads.
They clearly couldn’t decide on an original idea.
http://www.bestadsontv.com/ad/32480/Speights-Summit-Man-Like-Natural
$4.5 million for this? Geez.
At least it was a nice trip away for everyone.
Wine for homeless people?
If the 15″ requires you to have seen and paid attention to the 90″ to understand it, you’ve failed.
http://www.businessinsider.com.au/how-vinomofos-wild-and-existential-4-5-million-advertising-campaign-was-born-from-a-dream-2016-10
Certainly took a risk. I’m not sure if it’ll sell wine, pick up awards or be remembered, but it’s certainly interesting, different and epic.
Is business insider now a buzzfeed listicle for twelve year olds?
FML…
Now it makes a little more sense…
“It turns out the storyline was inspired by a dream Eikmeier had while overseas.
“The ad just played out in my dream, and surprisingly, when I bolted for the laptop at four in the morning to write it down, I could remember it, every bit of it. All these scenes depicting moments of decision, big and small,” he said.
“That was the ad we were going to make, and then after a while, we thought ‘it might be a bit self-righteous. What about a bit of Mofo humour?’ We also talked about brand recall.
“So we had this idea that a guy could be on his laptop in the beginning, watching this manifesto, or thinking it in his head, and then he could order some wine at the end of it.
“So we put that to Saatchi, and then they came up with this incredible idea that became ‘Into the Wild’ – that the manifesto inspired our hero to change his life.””