Penfolds launches ‘Meet Extraordinary’ global campaign via Wunderman Thompson Australia


Penfolds has revealed a new global communications campaign, created in partnership with 11-time Emmy nominated director Patrick Clair and Wunderman Thompson Australia.


Clair’s famed directive style brings to life the emotive sentiment of the new Penfolds ‘Meet Extraordinary’ brand platform by injecting poetic imagery with rich symbolism to create meaningful and arresting content.

This is the first global TVC Penfolds has produced in years and showcases a series of personal and historic moments that embody pushing through ordinary, to meet extraordinary. Leading the global rollout is a new 30” TVC that will be supported in all markets around the world.

Says Paulina Embart, global business director, Wunderman Thompson Australia: “The new global brand platform was born of unearthing the truths hidden in the incredibly storied history of the Penfolds brand. One filled with innovation, creation and relevant truths to today’s consumer. Taking the core DNA strand of self-belief that lives within the 176-year-old brand led us to a repositioning and new brand idea.”

Says Kristy Keyte, global marketing director, Penfolds: “We are excited to launch Penfolds new Meet Extraordinary communications platform to the world. We hope this platform connects to the deep emotional values of our consumers around the world, to feel empowered to put into effect the strength of their own convictions. Because if you never push beyond ordinary, you never meet extraordinary.”

Penfolds new Masterbrand campaign will go-live across all media platforms including TVC OOH, print, digital, social plus in-store from September 2020 in Australia and from October in all other key markets.
Clair recently received a nomination for the 2020 Emmy Awards, for “Outstanding Main Title Design” for Westworld.

Wunderman Thompson:
National Chief Creative Officer: Simon Langley
National Chief Strategy Officer: Angela Morris
Creative: Kat Thomas 
Creative: Nick Doring
Designer: James Ayling
Head of Production: Jackie Archer
Senior Print Producer: Emma Donaldson
Global Business Director: Paulina Embart
Engagement Lead: Rose Suys
Senior Engagement Manager: Anna Parker

Global CMO, Treasury Wine Estates: Angus Lilley
Global Marketing Director, Penfolds: Kristy Keyte 
Global Content and Media Manager, Penfolds: Anna Curtin 
Global Marketing Manager, Penfolds: Bo Jakubenko 

Production Company: Sedona Productions 
Director: Patrick Clair
Executive Producer: Kim Wildenburg

Animation House: Assembly 
Creative Lead: Jonny Kofoed
Producers: Helen Naulls and Clare Bone 

Sound Design & Mix: Rumble Studios