G.H. Mumm flips the script on Champagne celebrations in new work via The Mint Partners + VMLY&R

G.H. Mumm’s latest campaign via The Mint Partners and VMLY&R, invites Australians to throw away the rule book for occasions worth celebrating and raise a toast to mark the personal milestones they define for themselves, through a collaboration with Australia’s best creative talent.

 

This includes songwriter and musician Isabella Manfredi and Shell House culinary director Joel Bickford.

The “Mark your own journey” campaign sees G.H. Mumm partner with Australia’s most Influential creatives, starting with songwriter and musician Isabella Manfredi and chef Joel Bickford, who share their Individual approaches to success and celebration in new videos released today.

Bickford is one of Australia’s most ambitious chefs; known for his boundary-pushing approach that sees him lead Sydney’s Shell House as culinary director, creating one of Australia’s must-visit dining experiences. Manfredi is an Australian songwriter and musician known widely for her time with The Preatures, who has recently taken a leap of faith by launching her solo career whilst navigating life as a first-time mother.

Both will reveal their personal stories and milestones that have shaped them at G.H. Mumm hosted events throughout the year. The first, “Critical Riffs presented by G.H. Mumm & Shell House”, held on Tuesday, 10 May, will see Bickford perform his “critical riffs” on dishes that have been significant throughout his career paired with Mumm cuvées. The experience will showcase his journey of progression and passion, and how his deep love of guitars and music has inspired him along the way – expect a few surprises on the night.

Says Bickford: “I am opening up about the unique times and places that have helped mark my journey, creatively brought to life through beautiful dishes and Mumm champagne. It will be very special. Growing up in the Blue Mountains, I was always going to have a strong connection to nature and its offerings, developing a healthy respect and appreciation that would shape the choices later in my life. I can’t wait to share this as part of the Critical Riffs series. It really is a passion project for me.”

For the second “Critical Riffs presented by G.H. Mumm & Shell House”, Manfredi is releasing her creative flair with Bickford and G.H. Mumm to craft a musical event experience that reflects her new album project – as well as celebrating her childhood influences in restaurants and at family celebrations.

Says Mandredi: “Becoming a mother has helped me recognise that progression in life is such a beautiful thing. I really do believe that we should put more emphasis on celebrating the unconventional moments, the everyday risk taking and marking moments of progress. Along with G.H Mumm, I’m happy to remind and inspire others to do just that.”