FNUKY’s corker of an idea for Wirra Wirra Winery

Adelaide’s Fnuky is making history this week by building one of the world’s largest cork sculptures: A 10 metre high wine bottle. The ambient campaign has been developed for McLaren vale winery Wirra Wirra as it celebrates 35 years of its flagship wine Church Block.

Melbourne’s Southbank Promenade has been taken over by the giant bottle that stands almost four stories tall, while people from all over the country in town for the Melbourne Food & Wine Festival and L’Oreal Fashion Week take photos with the giant sculptor.

“When working with a winery like Wirra Wirra it’s hard not to thinkabout the winery’s heritage; and this got us thinking about the changefrom corks to screw caps.  So we posed the question.. What happened toall of those corks?,” says David Campbell, Fnuky’s creative director.

With the help of the Girl Guides, Wirra Wirra launched a national callfor corks, asking Australians to donate their old corks to help createthis work of art.  Australians came to the party, donating the tens ofthousands of corks needed to complete this ambitious.

Travelling in 4 separate parts, overnight from Adelaide to Melbournethe bottle construction began on Sunday night giving the public thechance to see the transformation from steel frame to cork sculpture.  

The unveiling of the completed structure will culminate in a VIP night on Wednesday hosted by comedian Peter Rowsthorn.

The campaign highlights Fnuky’s less than traditional approach tomarketing.  Last year the agency ripped off a major internationaltoothpaste brand to raise awareness of internet censorship with theirCensordyne campaign for GetUp!

“Our work is often outside the realm of traditional advertising.  Ourideas seek to move past passive consumption and get people talking andthis campaign for Wirra Wirra has certainly achieved that.”

Campaign website:  http://ourworkofart.com.au

Daily videos: http://youtube.com/wirrawirra