St Hubert’s The Stag celebrates Airseed partnership with new bio-degradable tree-planting billboards via Splash TWE + Glue Society

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Australian wine label St Hubert’s The Stag has partnered with environmental restoration company, AirSeed. Marking the collaboration, the company has released an innovative new creative campaign developed by Treasury Wine Estates’ in-house creative agency Splash and The Glue Society.


The partnership sees St Hubert’s The Stag committed to planting 100,000 seed pods via AirSeed’s advanced drone technology, to an area of Australia impacted by extreme weather condition and the effects of climate change. The pods will be planted across 2023 at Victoria’s Winton Wetlands – the largest restoration project in the Southern Hemisphere and the shoot location for the creative campaign.

Ben Culligan, marketing and category director for St Hubert’s The Stag’s parent company, Treasury Premium Brands, described the importance of the partnership: “With our roots quite literally embedded in agriculture, it’s crucial as an industry we do what we can when it comes to preserving the Australian landscape. St Hubert’s The Stag has long had a focus on the wilderness, so the opportunity to partner with a company such as AirSeed was a natural fit. Together, we’re committed to helping rewild some of Australia’s most fragile ecosystems and we’re incredibly proud to help champion AirSeed’s vital work.”

To mark the partnership, biodegradable, seed-planting billboards were created, featuring in the launch film from Splash TWE.

Created in collaboration with The Glue Society, the biodegradable Adshels contain AirSeed pod technology, designed to break down and plant a species of flora suited to the surrounding environment.

Says Tom Opie, creative director of Splash TWE: “We looked to promote the partnership in an impactful way that’s true to the environmental cause. It’s been a rewarding project to bring to life, while bolstering awareness for AirSeed’s meaningful work.”

Johnathon Dawe, AirSeed’s business development executive shares this enthusiasm, excited by the message the campaign communicates to consumers and businesses alike: “This partnership acts as a positive signal to the market about environmental regeneration and it’s a pleasure to tell that story alongside St Hubert’s The Stag. An innovative communication, the new campaign educates consumers about the significance of our work and showcases that every AirSeed pod we plant contributes to something bigger.”

Complementing the campaign, St Hubert’s The Stag has unveiled updated packaging, integrating the partnership message, including a QR code for consumers to scan and learn more. The refresh also includes the introduction of a lighter weight bottle, helping to minimise the company’s carbon footprint – a sustainable step the company hopes to build on going forward.

St Hubert’s The Stag wines are available from leading liquor retailers nationwide.

St Hubert’s The Stag celebrates Airseed partnership with new bio-degradable tree-planting billboards via Splash TWE + Glue Society

Client: Treasury Premium Brands
Senior Brand Manager: Kaushik Lal
Brand Manager: Annie Cummins
Director Marketing & Category: Ben Culligan
Head of Consumer Marketing & Wine Clubs: Nick Powell
Senior PR & Partnerships Manager: Katheryn Lawson

Agency: Splash TWE
Creative Director: Phil van Bruchem
Creative Director: Tom Opie
Design Lead: Marni Burger
BTS Videographer: Louie Symmons
Producer: Karley Cameron
Agency Director: Elsa Beaumont
Head of Operations: Faye Collay
Senior Manager, Digital Media: Ben Oliver

Production Company: Revolver
Directing Collective: The Glue Society
Director: Paul Bruty
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Max Horn
Production Designer: Aaron Crothers
Editor (The Glue Society): Luke Crethar

Grade & Online: ARC Edit
Sound: Rumble Studios