Squealing Pig launches ‘Summer of Love’ at the Australian Open via Splash TWE + The Producers

This summer, playful wine label Squealing Pig is championing  LGBTQIA+ communities with the launch of ‘Summer of Love’, a national campaign by Treasury Wine Estate’s newly formed in-house agency, Splash and production company The Producers.

Centred around Pride Day at the Australian Open (AO), the campaign makes a toast to the colourful spectrum of sexual orientation and gender identity, celebrating love and inclusion for all.

‘Summer of Love’ is running from January through to March, bookending Squealing Pig’s partnerships with both the AO and Sydney WorldPride 2023, where it is the official wine.

The campaign launched on the first day of the AO, and stars TV presenter and AO Glam Slam host Brihony Dawson alongside drag icon and stylist Aysha Buffet (Rian Difuntorum) in a cheeky yet heartfelt film connecting ‘love’ in tennis with everyday members of the LGBTQIA+ community.

Brihony Dawson says their partnership with Squealing Pig’s Summer of Love provides a platform to celebrate LGBTQIA+ athletes, performers and the diversity of the wider community: “Good wine is shared with great friends over interesting conversation. Squealing Pig’s Summer of Love campaign and Pride Labels showcase the beautiful diversity of the queer community in a fun, accessible way. As a proud non-binary person, it’s refreshing to be part of a campaign that embraces love and identity in all its glorious forms.”

Says Kaushik Lal, senior brand manager: “The AO is one of the world’s most accessible and inclusive sports and entertainment events. It’s the perfect platform to get people toasting to ‘love’ both on and off the court in the lead up to AO Pride Day and Sydney WorldPride.

“At Squealing Pig, we’re known for our inclusive and cheeky approach to the complex world of wine, a category that a lot of people find confusing and stuffy. But we are also committed to channelling our playfulness and positivity in support of inclusion and diversity on a much broader level.”

Throughout the campaign, Squealing Pig is also wearing Pride on its sleeve, switching out the labels on every bottle of their 750ml Rosé across the country with nine limited-edition Pride Labels, celebrating every letter of the LGBTQIA+ acronym and allies.

Says Elsa Beaumont, director of Splash TWE: “We want to shine a spotlight on the rainbow community at its finest; and do so in a meaningful, respectful way that remains true to Squealing Pig.”

Says Phil van Bruchem, creative director of Splash TWE: “It was important that we worked closely with a range of representatives of the nine communities – both from the Squealing Pig team and externally, to bring our Summer of Love campaign and Pride Labels to life with real authenticity.”

Squealing Pig is also joining the fun at AO Pride Day (27 January) during the LGBTQIA+ Glam Slam final at Kia Arena by changing the zeros on the arena’s scoreboard to love hearts.

The Summer of Love campaign is running across connected TV, out of home, online video and social from the start of the AO23 until the end of Sydney WorldPride 2023 in mid-March.

Production Partner: The Producers
Executive Producer: Noelle Jones
Senior Producer: Afrim Memed
Director: Amber Mealing
DOP: Amy Dellar
Editor: Geri Doherty
Online: Jonothan Stokes
Sound: Bang Bang Studios
Sound Engineer: Sam Hopgood
Animation: BumbleBee

Client: Treasury Wine Estates – Squealing Pig
Director Marketing & Category: Ben Culligan
Head of Consumer Marketing & Branded Clubs: Nick Powell
Senior Brand Manager: Kaushik Lal
Assistant Brand Manager: Rebecca Portelli
Digital Channel and Content Manager: Ari Wytwornik
Senior PR Manager: Zoe Stiberc
Agency: Splash TWE
Director, Splash: Elsa Beaumont
Creative Directors: Phil van Bruchem & Tom Opie
Lead Designer: Marni Burger
Head of Operations: Faye Collay