Innocent Bystander invites wine enthusiasts to come play in the shadows in new work via Weave
Yarra Valley winery Innocent Bystander has launched a new masterbrand media campaign developed by Melbourne agency Weave, that is sweeping across the eastern seaboard.
‘Come play in the Shadows’ is a bridge between the serious aspects of winemaking and the bright, social world of wine enthusiasts. It aims to challenge the normal, the boring and the same-same.
Innocent Bystander prides itself on wines that are made to share. ‘Come Play in the Shadows’ is a creative articulation of the brand’s DNA where curiosity is encouraged in the hopes that wine lovers discover more to wine than the overly-serious.
Says Andrew Dix, brand manager, Innocent Bystander: “By daring to explore the shadows, we open ourselves up to a world of possibilities. We love to explore the creative space between the light world of wine socialisation, and the darker world of serious wine tradition, and Innocent Bystander fits firmly in between; a brand with built-in intrigue and natural curiosity.”
To launch the campaign, Innocent Bystander has produced a brand video, free of pretension and full of playfulness. The campaign will roll out across OOH, Meta (Instagram and Facebook), YouTube, trade and in-store targeting urban areas in Melbourne, Sydney and Brisbane.
Come play in the shadows at innocentbystander.com.au
Creative Agency: Weave
Executive Creative Director: Daniel Cookson
Managing Director: Marijana Simunovic
Creative Strategy Director: Amber Groves
Creative Director: Darren Song
Senior Designer: Ryan Psalia
Account Manager: Fushia Saulwick
2 Comments
Photographer not listed in the credits when the whole ‘idea’ is photos. Looks lovely nonetheless.
Agree with the above – why do agencies and/or PR execs constantly fail to credit the photographers who bring the ideas to life? It’s rude, and production should also be credited. By the way, Charlie Hawks shot it.