Vinarchy redefines Australian luxury in latest brand campaign for Croser via TBWA\Australia
Croser, one of Australia’s most celebrated sparkling wine producers, has launched a new national brand campaign via TBWA\Australia titled ‘Vignettes of Australian Luxury’. Directed by Hugh Barton, the campaign invites Australians to celebrate their own take on luxury.
Breaking away from the Eurocentric well-worn ideals of luxury, Vignettes of Australia Luxury presents a distinctly local point of view, melting Aussie grit with an elevated glamour.
Says Amy Darvill, Marketing Director of Vinarchy: “As a brand founded on the belief that Australia can produce world-class sparkling wine, we wanted to challenge the traditional definition of luxury and instead celebrate our own version of it. The opportunity for Croser is to show that Australian sophistication looks different – it’s effortless, expressive, and rooted in our lifestyle”.
Says Louis Royle and Sophie Verheul, Creative Team of TBWA: “Australia’s view of luxury doesn’t hinge on old world perfection – it’s about the real and raw moments that feel unmistakably ours. The perfectly ornate Chinese Restaurants you’ll find in the middle of nowhere, summer afternoons spent in your grandma’s backyard under the sprinkler, sun-bleached coastal motels you spent every single holiday in. Balancing these scenes with high fashion, ethereal colour palettes and an Aussie post-punk track, creating something raw, dream-like and deeply relatable.”
The campaign features three hero films, directed by Hugh Barton with music by Sex Mask. It launches alongside a refreshed Croser packaging and identity, rolling out nationally across digital, social, and out-of-home throughout the summer.
Creative Agency – TBWA
Creative team– Sophie Verheul and Louis Royle
Creative Director – Andrew Ostrom
CCO – Matt Keon
Designers – Paula Cardona & Chris Mawson
Group Account Director – Stephanie Grant
Head of Strategy – Josh Taylor-Dadds
Producer – Vanessa Hawke
Director & Photographer – Hugh Barton
Post Production – Bolt
Production Company – Port Of Call Studios
Wardrobe – Oriana De Luca
Set Design – Jasmine Christie
Music Track – Beheadal by Sex Mask
Music Supervision – Trailer Media
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