Magic Box Wines appoints Connecting Plots as new creative agency; launches first campaign

Casella Family Brands has appointed Connecting Plots as lead creative agency across Magic Box Wines, part of its premium wine portfolio.

‘Welcome to Magic Hour’, is the first brand campaign for ​The Magic Box Wine Collection, bringing to life the newly developed brand identity and global brand platform ‘Wonders Never Cease’.

Says Adrienne Renton, senior brand manager: “We’re excited to be working with Connecting Plots, whose integrated offering is helping us build our brand over the long term.”

The ‘Welcome to Magic Hour’ campaign celebrates the transition from day to night, work to play, where wonder, anticipation and excitement builds as to where the evening may lead. The campaign aims to engage target consumers with an authentic brand experience and build relevance at key drinking occasions and with appropriate social cues.

At the heart of the campaign is a suite of video assets which capture​ and celebrate the beauty, energy and excitement of this transitionary period​ in a distinctive and ownable way for Magic Box and helps consumers understand the varietals in the range.

The film project was crowdsourced through a global creative community, including influencers, filmmakers and Getty custom content to capture how magic hour is experienced in amazing locations and various time zones across the globe. ​

Says Tom Phillips, MD, Connecting Plots: “We know from experience that authenticity is key in building a strong emotional connection, especially with younger adults. By co-creating with a community of content creators, we’re able to circumnavigate the veneer of traditional advertising and build awareness of the brand in a way that’s authentic and entice target consumers into discovering more about Magic Box.”

The campaign is currently rolling out in Australia with in-store activity to support the campaign and drive purchase and trial.

Connecting Plots is also working across the Peter Lehmann range.

Client: Casella Family Wines
Marketing Manager: Caroline Woods
Senior Brand Manager: Adrienne Renton
Assistant Brand Manager: Shannon Reynolds
Digital Manager: Slaney O’Toole

Agency: Connecting Plots
Managing Director: Tom Phillips
Client Services Director: Andie Tickner
Creative Director: Steven Thomson
Art Director: Emmalie Narathipakorn
Client Services Lead: Sarah Reynolds
Strategic Planners: Tim Collier and Annabelle Rogers
Senior Integrated Producer: Tania Templeton
Film Producer: Melanie Reardon
Content Contributors: Sylvé Colless, Tim Georgeson, Getty Custom Content
Music: TMRW Music

Media: 3Forward
Founder and Managing Partner: Steve Jones
Chief Digital Officer: Matea Adamec
Chief Solutions Architect: Chris Cox
Head of Digital Experience: Sidney Kan