Barossa encourages people to be consumed in new fully integrated national campaign via kwp!
Following the unprecedented success of the Kangaroo Island campaign for their client South Australian Tourism Commission’s, KWP! has launched a new national campaign for Barossa.
The cinema and television is directed and shot by Jeffrey Darling and backed by the Nick Cave & The Bad Seeds’ track Red Right Hand. The campaign captures the raw, authenticity of the famed wine region, but goes well beyond wine to showcase all the flavours of the Barossa through its extraordinary array of produce.
Says Darling: “After Kangaroo Island, it was fascinating to revisit the tourism genre, to open up the language and to bring out the soul of another, very different place. The approach was to bring out a sense of vitality, heritage and for me this frontier sense that is borne out of its producers and the experience of spending time there.
“It has been a great collaboration between the agency, kwp!, myself and a client in David that is engaged and has a strong opinion and is able to support the vision.”
Says James Rickard, kwp! creative director: “Two things set this region apart from all other wine districts. The people and the dirt. It’s a very tight knit community of passionate wine and food artisans and their connection with the unique soil that combines to create such exceptional products. It’s that relationship we wanted to capture.
“For people who thought they knew Barossa, it’s time to think again. For those who are part of the rapidly growing culinary tourism sector and seeking quality, authentic and handcrafted foods of provenance, Barossa and indeed South Australia are the destination.”
This fully integrated, multi-channel campaign launches on June 2 and was entirely planned and bought by KWP-Ikon Adelaide, one of, if not the only, in-house media department in Australia.
Creative Director: James Rickard
Creative Team: James Rickard, Michael Gagliardi
Media Team: Natalie Morley, Lucy McFarlane
Account Team: John Baker, Tristan Glover
Art: Jodie Kunze
Agency Producer: Di Willson
Client Team: David O’Loughlin, Emma Fletcher, Melissa Librandi
Director/DOP: Jeffrey Darling
Post Production: Kojo
Production Company: Moth Projects
Producer: Fiona McConaghy
Editor: Adam Wills
VFX: Marty Pepper
Music: Red Right Hand, Nick Cave & The Bad Seeds
Sound Engineer: Justin Astbury, Kojo
31 Comments
With a grade that reduces the vivid vibrancy of SA to the dreariness of a wet week in Windemere, a music track that oozes more misery than the blood of the hand in the song and a storyline that feels like the last supper before Christ’s crucifixion, it’s a wonder anybody would willingly travel to the land of Snowtown, with this telling affirmation of its dark and deeply disturbing side.
Good job guys.
Nice one Gags.
Bloody awesome.
seems like a sad place to go..
Really nice.
I’ve never been to the Barossa and now I’m sure I don’t want to go. It looks so damn depressing..
Too dark guys. Doesn’t make me want to go there at all. Takes me back to Wolf Creek!
Hanging meat on a hook? really!!!!
Wonder if any celebs will be paid to tweet about this one? Feels too much like the KI ad, time to get some new creative juices happening I think.
Same old.
jeff is an artist. very beautiful.
Something worth watching.
It’s a really nice little piece of film, but it’s not an ad to encourage people to visit SA… maybe only the Snowtown murder scene. People don’t go on holidays to feel melancholy, it’s supposed to make you feel good. The ad with Eddie Vedder evoked a good feeling using a similar style… this evokes nightmares and murderous tendencies.
I’d rather go to the gold coast.
I never feel compelled to write on this blog but that is beautiful! Well done to all involved.
So SA is a great place to take a ‘trip’ and stare at weird shit that leaves you emotionally scared for life while listening to a song about a murderer?
Nice work fellas.
Pretty good…hip. I like the theme, and sound track, even some people will criticise by reminding us of the link with movie Scream 3. A red in his right hand, sort of works. Should have included some of the Barossa’s iconic buildings.
police officer. ?
too dark ?
thank Christ my life more interesting
stick to the Gold Coast
There will be blood . . . some wine, fowl, baked goods, and gothic looking pioneers from another era, but mostly blood, and that old time religion.
If you’re a fan of murder tourism, or you just want to get into the spirit of the long departed and the deeply mystical, this creative group of people has definitely put the Barossa on the map for you, a must visit, a must bleed.
Love to see the look on the faces of the folks at Penfolds and Torbreck, St. Halletts and Turkey Flat when they realise what their tourism board did with the money, not to mention the Bad Seeds tune they’ll all be whistling as they tend to the vineyards.
Jesus!
Is that the trailer for Snowtown?
Brilliant ad. Already going viral in the US.
Refer to – Opening credits: Dexter
Lets celebrate the aesthetic of death!
I imagine that’s just what S.A. is like
1413 views on Youtube doth not a viral make.
Wine isn’t what it once was as a business enterprise, nor the tourism associated with the wineries, so maybe this murder tourism thing will take off.
The ghouls still need a place to stay and a good meal, so the hotels and restaurants should be fine.
Maybe that was the brief?
Just sayin’.
I think it’s great.
I love the ad campaign. So creative, so consuming, so cleverly compiled & captivating! Absolutely loved it! It looked pure, natural, organic & wholesome.
Plainview (above) made the comment “Love to see the look on the faces of the folks at Penfolds and Torbreck, St. Halletts and Turkey Flat when they realise what their tourism board did with the money”. The campaign was created and is being promoted by the South Australian Tourism Commission. The local Tourism Barossa board took no part in it nor funded it. We reckon it is a great talking point – it is making people think and talk about the Barossa – and understand that the Barossa is a whole lot more than wine.
Be eaten alive would have been a better tag line. Has the ant been removed from the TV version?
I see the BV is still marketing for the top 5% of the population, surely its time to get the whole family back to the BV, as the KI promotions did, they targeted families.
Not that they could, as if your kids arent big drinkers of alcohol there isnt too much else to do in Barossa for a family experience.
Maybe spending the $6 mill on some decent roads in the Barossa, seem to be a lot of roadside markers indicating something isnt quite right..
I want to be consumed . . .
Head on down zz if your rich, jump a fence, shoot a pheasant, blow up a cart and be consumed, just leave the kids at home.
All I found was over the top restaurants charging $150 a head.
How do I get in touch with the Barossa from the ad?
This ad will, in my opinion do nothing to positively raise the profile of the Barossa Valley. The soundtrack of Nick Cave’s song is completely inappropriate. It sounds like a funeral march and the lyrics which clearly conjure up implications of murder, do not relate in anyway what so ever, to the visual scenes.
For people who are vegetarian, the ad is a total turn off. At first I thought it was lovely to see a chicken running across the screen, (thinking lovely fresh eggs cooked up into a soft fluffy souffle), but seconds later, I realised why it was running – it was being chased by its would be killer – no souffle I’m afraid – just dead meat. The scenes of the lifeless chicken being carried by its killer, in addition to the dead rabbit, are disturbing to vegetarians, and quite possibly to children also. My daughter, aged 21, and many of her friends own rabbits as pets. My daughter, (not vegetarian), was outraged by this scene, as I know her friends would be too.
Even more disturbing is the women sitting in the chair without any sense of care or respect at all, willy nilly plucking the feathers out of the chicken, that minutes before was an intelligent, breathing, sentient being – this plucking would be happening naturally, with the Aussie blow fly landing with its filthy germ conveying feet on the chicken, which is then going to be served up to some unaware souls.
The scene of animal carcasses hanging on hooks, again not protected from flies or germs, nor refrigerated, is also off putting for both people who don’t eat animals, and those who do. Again such graphic images can be confronting for children as well.
Even the title suggests that when you visit the Barossa, you will end up like the chicken, the rabbit, or the unfortunate animal carcasses hanging up with a massive hook through your neck.
Over many a dinner and social event I have attended, this ad has been discussed – never favourably, regardless of food preferences.
I think the ad should have been much more upbeat, and taken in more of what the Barossa has to offer in the way of bush walks, art galleries, history, views over the valley, quaint unique little shops, the effects of the seasons, boutique wine tasting, gourmet restaurants, (without showing explicit scenes of dead animals), local produce, live music, wildlife, (Or has all wildlife been killed in the making of the ad?), etc.
The rain scene at the end could be totally deleted, as this could be anywhere on earth – India, Africa, Roxby Downs, the Simpson Desert.
Nothing in this ad would inspire me to visit Australia if I was living overseas, nor would it inspire me, as a South Australian, to go to the Barossa – I’d much rather go to the Clare Valley, the Southern Vales or the Hills. I’ll be voting with my feet – with my shoes on!
If this ad has gone viral in the US, then it is only because they are laughing at us!
Had to be a Jeff Darling ad.Beautifully shot, great soundtrack,real food ,and real people.Love the cheese shots!
The creative director of KWP in defence of their ad stated, “our job was to bring to life the many other virtuous layers of the region to build a bigger, more compelling story to entice them to visit. And that story comes from two things – the people and the dirt.”
Dirt… dirt. I understand that to many people in the Barossa dirt means something profound. It is what makes the wine so great, along with the rest of the produce. From the dirt comes the food, etc.
Having moved to the Barossa from Sydney, I can tell you what dirt means to people in Sydney. NOTHING! It’s freaking dirt, you add water and its mud, it gets on your clothes and boots, makes a mess on your carpet. For those who like to get dirty, they don’t need to fly to SA to find some freaking dirt.
The ad fails to educate the average suburban viewer as to what makes Barossa dirt so profound and worth visiting. Most consumers won’t make the association between dirt and fresh produce and more over the ad offers nothing to suggest the dirt and food are any better than that in rural towns of NSW, QLD, VIC, etc.
As for the people, the ad offers nothing to suggest that the people are special. The people are mostly glossed over in the ad. There is no connection being made between the viewer and the characters on the screen. The shot of the table surrounded by people lasts less than a second, the imagery of community is far too subtle. Once again, they look like a regular bunch of farmers, people don’t need to fly to SA to see a farmer.
Honestly, I could have mistaken this as an ad to go visit an Amish town if it wasn’t for the one shot with a ute.
I can see what KWP have attempted to do but the choice of music was way off and the ad was poorly executed in almost every respect.
Ad isn’t enticing. They should have shown more of what can be seen in Barossa. If I were living outside of the country why would I spend money coming here with that ad. Better go to a restaurant.