Penfolds launches ‘Meet Extraordinary’ global campaign via Wunderman Thompson Australia
Penfolds has revealed a new global communications campaign, created in partnership with 11-time Emmy nominated director Patrick Clair and Wunderman Thompson Australia.
Clair’s famed directive style brings to life the emotive sentiment of the new Penfolds ‘Meet Extraordinary’ brand platform by injecting poetic imagery with rich symbolism to create meaningful and arresting content.
This is the first global TVC Penfolds has produced in years and showcases a series of personal and historic moments that embody pushing through ordinary, to meet extraordinary. Leading the global rollout is a new 30” TVC that will be supported in all markets around the world.
Says Paulina Embart, global business director, Wunderman Thompson Australia: “The new global brand platform was born of unearthing the truths hidden in the incredibly storied history of the Penfolds brand. One filled with innovation, creation and relevant truths to today’s consumer. Taking the core DNA strand of self-belief that lives within the 176-year-old brand led us to a repositioning and new brand idea.”
Says Kristy Keyte, global marketing director, Penfolds: “We are excited to launch Penfolds new Meet Extraordinary communications platform to the world. We hope this platform connects to the deep emotional values of our consumers around the world, to feel empowered to put into effect the strength of their own convictions. Because if you never push beyond ordinary, you never meet extraordinary.”
Penfolds new Masterbrand campaign will go-live across all media platforms including TVC OOH, print, digital, social plus in-store from September 2020 in Australia and from October in all other key markets.
Clair recently received a nomination for the 2020 Emmy Awards, for “Outstanding Main Title Design” for Westworld.
Wunderman Thompson:
National Chief Creative Officer: Simon Langley
National Chief Strategy Officer: Angela Morris
Creative: Kat Thomas
Creative: Nick Doring
Designer: James Ayling
Head of Production: Jackie Archer
Senior Print Producer: Emma Donaldson
Global Business Director: Paulina Embart
Engagement Lead: Rose Suys
Senior Engagement Manager: Anna Parker
Global CMO, Treasury Wine Estates: Angus Lilley
Global Marketing Director, Penfolds: Kristy Keyte
Global Content and Media Manager, Penfolds: Anna Curtin
Global Marketing Manager, Penfolds: Bo Jakubenko
Production Company: Sedona Productions
Director: Patrick Clair
Executive Producer: Kim Wildenburg
Animation House: Assembly
Creative Lead: Jonny Kofoed
Producers: Helen Naulls and Clare Bone
Sound Design & Mix: Rumble Studios
27 Comments
FINE.
Was this done by Assembly because it’s the same idea as their Anchor milk ad from some years ago? Same floating elements and horizontal camera move, same monochrome (black vs red) but Penfold’s VO falls short, and the milk spot had better execution. Probably because the budget wasn’t split multiple ways.
…which wine to pair with this word salad?
“Brings to life the emotive sentiment of the new Penfolds ‘Meet Extraordinary’ brand platform by injecting poetic imagery with rich symbolism to create meaningful and arresting content”
Hey! R yu still awakee?
You’re Welcome!
Patrick directed that? It feels more like an agency art director did.
Feels like a half effort. Good idea, but the production didn’t really suck me in like I was hoping.
Lovely work. It’s rare to see visual craft coming out of Australia these days.
When we’re used to the level of craft that similar to what goes into a $28.99 slab of Rivet by Australia’s leading brewmasters in Vietnam.
One of those ideas that probably looked great and really clever in the first presentation, and as it progressed and the client knocked off all the sharp corners and it went through 100 stakeholders and 50 rounds of revisions it ended up in this bland set of words with just a kernel of the interesting starting point still visible, if you look closely.
Looks lovely though.
“The brand platform came about by unearthing the truths hidden in the incredibly storied history of the Penfolds brand”, said an employee justify their salary.”Taking the core DNA strand of self-belief that lives within the 176-year-old brand led us to a repositioning and new brand idea.”
Had high hopes as Patrick is one of my favourites. Clumsily written.
Wunderman never seizes to deliver incredible, inspiring, big, fresh, game changing work.
‘Penfolds = FINE’ is what you take-out from the spot more clearly than the piece of grammatically-incorrect nothingness at the end of it.
umm what’s wrong with a “fine wine”?
that usually means the wine is of high quality – very strange word mincing here that isn’t working well for the brand or campaign.
It’s so boring.
So, so bad
It pains me to say this, but Aussie VOs just seem to ruin everything. This would feel so much more extraordinary without Johnno Next Door speaking over the top. Looks nice though.
Meat extraordinary.
An iconic Australian brand and the house of some of the world’s best wines deserves much better than this.
It’s fine, but far below what the brand and consumer deserves.
Looks like someone had a stock budget equivalent of half a bottle of Penfolds. That mountain… so flat, so cardboard, so cutout. And Assembly are great so if this was cheaped out or driven off the rails I’d blame agency on that, as both director and post are capable of so much more.
The guy across the road painted his house mission brown, all by himself.
… a bland choice of VO talent. No character whatsoever – lets it down.
What a disgrace – so disappointing
The F word? For Penfolds? Wrong brand. This should have been done for 19 Crimes.
https://www.youtube.com/watch?v=ORvkElqw0QM
Do not go together.
Wine brands are notorious for screwing with creative… I wouldn’t blame the agency on this one.