DDB Melbourne unveils first global ‘Enjoy the View’ integrated campaign for Wolf Blass
DDB Melbourne has launched a new campaign for distinguished Australian wine brand Wolf Blass, on behalf of client Treasury Wine Estates, the former wine division of Foster’s Group.
It is the first work launched by the agency since being appointed to the brand in late 2010, following a competitive pitch.
The new Wolf Blass campaign will be launched on 5th of September 2011 via press, magazines, digital, outdoor, online and social media channels. The work represents the first global campaign to be launched by the newly formed Treasury Wine Estates and will run in Australia, China, the USA, Canada, and the United Kingdom.
The campaign uses imagery of the Eagle imperiously surveying the world from his pinnacle, creating a symbol of strength that reasserts the masculine values of Wolf Blass.
Says DDB Melbourne managing partner Oliver Lynch: “Few brands, let alone wine brands, are so intimately connected with a singular brand property as Wolf Blass and the Eagle. This is of immense significance and provides an exceptionally powerful device for our communications. The challenge for us creatively was to use the Eagle to provide a greater emotional connection around the brand with consumers.”
Wolf Blass global marketing director Michelle Terry says that the Enjoy the View proposition captures the very essence of the brand: “The Eagle represents the aspirations of the Wolf Blass consumer as well as the brand itself. The work DDB have created captures this beautifully, personifying the strength, power and elegance of the Eagle in a highly emotive and engaging way”.
Agency: DDB Group Melbourne
Grant Rutherford, Executive Creative Director
Brendon Guthrie, Creative Director
Tim Holmes, Head of Art
Oliver Lynch, Managing Partner
Justin Arnold & Oliver Wearne, Account Service
Ian Forth, Executive Planning Director
Client: Treasury Wine Estates
Michelle Terry, Global Brand Director Wolf Blass and Vintrepreneur
Stephanie Anderton, Senior Brand Manager Wolf Blass and Vintrepreneur
Melanie Yates, Senior Global Brand Manager Wolf Blass and Vintrepreneur
27 Comments
Brilliant idea and looks fantastic! Well done boys.
I would love to see this brilliant and fantastic looking work. Where are the links?
and the idea here is???
Well done Oliver Lynch!
“The campaign uses imagery of the Eagle imperiously surveying the world from his pinnacle, creating a symbol of strength that reasserts the masculine values of Wolf Blass.”
Oh fuck off.
What year is it?
It’s significant, whether you like the work or not – they are making this ad for China, and that seems to have influenced the global flavor of the brand. Is this the future?
Dog sauce.
Fuck people, this is awful.
Beautifully crafted.
Brilliant? Where? This is a pun with a pack shot and an eagle.
I assume this is a piss take from DDB.
this would look cool… in 1985
The sad thing is, this will probably sell because that’s what their big Chinese market is asking for.
Pun + pack shot + black + gold + eagle = good wine.
This is the best ad EVER!!!! Seriously!!!
Love it
Great work. So powerful.
This is awesome. Good on ya DDB
Hey complainers, it’s not like you can do any better. A believe this is brilliant.
I enjoyed viewing this ad
Powerful advertising imagery for a powerful wine company. I wish I was as creative as those who created this masterpiece
pun?
The sarcasm is strong in you all.
I’ve been working in advertising for many years.
In that time, I have longed to use the headline ‘Enjoy the view.’
And now I’m gutted that something like this has turned up.
It’s all in the crafting.
It’s the way that the product takes up the entire page, almost shattering convention. It’s the cunning use of stock photography and the beautiful, poetic use of a huge fucking bird that just nails it.
It just nails what wine is all about. Huge cities, Asia and birds.
Congratulations to the client, the agency and Getty Images for a wonderful, groundbreaking piece of art.
Why use stock shots from the 90’s?
Nob 2:17 your cracking me up here, hilarious.
This is groundbreaking, take wine they want to sell to blokes, make look like Johnny walker or chivas as much as possible, then stick a big fucking bird on there. I think they should enter this to Cannes, just for the giggle.
Vintrepreneur?
Why does DDB Melbourne consistently pr wallpaper and seriously average work?
The account service must love working there.
Perhaps they even do the creative too.
Of all the things I associate Wolf Blass with it ain’t a fucking bird.
What’s next, a mountain backdrop with a wolf in the background?
How about selling the fact that it’s a decent drop (well the Grey label stuff is anyway).