St Hugo and Daniel Ricciardo launch ‘DR3’ campaign in collaboration with Emotive

Celebrated fine wine brand St Hugo, part of Pernod Ricard Winemakers, has partnered with Australian Formula One superstar Daniel Ricciardo to release DR3 x St Hugo – a limited edition series of fine wines in a new campaign created by Emotive.

 

The long-term partnership will see Ricciardo and St Hugo release new wines each year. The first drop of DR3 x St Hugo saw Ricciardo work closely with St Hugo Chief Winemaker, Peter Munro, to create a series of wines of outstanding quality.

In Emotive’s first work for St Hugo, the agency helped create this new fine wine brand, responsible for brand strategy, naming, visual identity, as well as the launch campaign and distribution strategy.

The launch campaign speaks to Daniel’s trademark cheek and was created specifically for his social channels and PR, with the release far exceeding sales expectations inside the first 24 hours.

Says Eric Thomson, global marketing director, Pernod Ricard Winemakers: “Daniel’s passion for everything is infectious and it became evident immediately when he began discussing wine with Pete and I, that we needed to help him create an outlet to express himself. The collaboration provides a vehicle for Daniel and the wines of St Hugo to introduce themselves to each other’s fans, through some of the best wines that Australia produces.”

Says Ben Clare, group creative director at Emotive: “It’s one thing to promote a wine, but to help create a brand, alongside Daniel Ricciardo and St Hugo Wines no less, has been really rewarding.”

Client: Pernod Ricard Winemakers
Head of Fine Wine: Celest Kenny
St Hugo Brand Manager: Kate Bedwell
PR Manager: Alicia Partridge
Head of Digital Marketing: Maddie Jahnke
Global Content Manager: Kristine Fernandez
E-commerce Manager: Chris Dahl

Creative Agency: Emotive
Head of Strategy & Managing Partner: Michael Hogg
Senior Strategist: Anna-Clare Clarendon
Business Director: Monika Vidovic
Creative Director: Ben Clare
Copywriter: Cameron Burnett
Art Director: Jackson Tate
Content Distribution: Jamie Crick
Executive Producer: Katrina Maw
Senior Producer: Michael Hollis

UK Production Company: Anattic
Producer/Director: James Copson & Matthew
Page DOP: James Steir
Videographer: Duy Huynh
Art Director: Milda Baginskaite
Edit: Emotive Productions
Editor: Sam Gadsden
Sound: Otis Studios
VFX: Blockhead VFX
Colourist: Ben Eagleton