Yalumba asks us to ‘Embrace the Magnificent Unknown’ in new campaign via Special Group
After winning the business last year Special Group Australia has been working with the iconic family-owned global brand from the Barossa to help bring to life the world class quality and inspiring truths that have driven the business for over 170 years.
The campaign showcases Yalumba’s brand philosophy of ‘Embrace the Magnificent Unknown’. It launches with a 60 second spot for TV, online and cinema, directed by Christopher Riggert of Finch, and voiced by acclaimed Australian actor Deborah Kennedy.
The film dramatises the planting of the first ever Yalumba vine, by founder Samuel Smith, in the middle of the night. A moment of huge risk and even greater potential reward that would grow into Australia’s most historic family owned winery. The idea of allowing the uncertainty of nature to guide them is still a key element of all Yalumba.
Says Julian Schreiber, executive creative director, Special Group Australia: “Once we heard the story of the first vine, we knew that not only did it perfectly demonstrate the brand’s philosophy but it would allow us to create something dramatic, visceral and unlike any other wines out there.”
Says Nicky Gameau, director of marketing and communications, Yalumba: “The campaign gives the audience an opportunity to connect with a timeless emotion: the ambition to do something bold. In an extremely cluttered category, the premium wine drinker needs something they can believe in.”
The campaign is supported by print and outdoor, highlighting Yalumba’s natural approach to growing.
Creative Agency: Special Group
CEO: Lindsey Evans
Strategy Director: Dave Hartmann
Executive Creative Directors: Tom Martin, Julian Schreiber
Creatives: Josie Fox, Harry Stanford, Michael Punton
Business Lead: Michelle Braslin
Executive Producer: Paul Johnston
Producer: Emily Willis
Yalumba Executive Director – Marketing & Communications: Nicky Gameau
Yalumba Marketing Manager: Jacinta Gibson & Christine Phillips
Yalumba Brand Manager: Jessica Hill-Smith
Production Company: Finch
Director: Christopher Riggert
Executive Producer: Loren Bradley
Producer: Camilla Mazzaferro
Director of Photography: Tim Tregoning
Editor: Bernard Garry / The Editors
Post Production: Atticus / Drew Downes and Amelia Bromley
Music composition and Audio: Rumble Studios
Casting: Stevie Ray CGA
Production company: The Pool Collective
Photographer: Ingvar Kenne
Producer: Hannah Nixon
Post Production: Cream Electric Art
32 Comments
What the hell was that? It’s like if depression was caught on film…
Please… no one is ever going to sit through this.
Wine in a bag; the best time had.
More like a film than an ad. Very beautiful. Nice work Christopher.
enough is enough. self indulgent, almost unwatchable.
no soul in this at all. i feel nothing.
this will not sell any wine or build the brand.
we need to do better as an industry.
Over dramatic, over cheap wine. Yes, self indulgent and meaningless
self. indulgent. wank.
Beautiful craft; pictures and writing. A welcome departure from the typical cellar master swirling holding a glass up against the light, giving it the ‘ol swirl.
If the brief was to rip off the arty-farty ‘I Am George’ campaign it might be worth knowing that work bombed terribly. People don’t care.
Want to see a wine brand that’s doing really well?
https://www.drinkbabe.net
You’re celebrating celebrity influencer crap in a can. Well done to you.
Self indulgent? Yes.
More art than ad? Yes.
Bloody beautiful though
https://campaignbrief.com/i-am-george-launches-in-austra/
*inhales* HAHAHAHAHAHAHHAHA
Beautiful and not worthy of negative comments.
We should support work that is this different and artistic.
Evocative visual storytelling about a moment that’s unique to the brand. This would have been stronger if the writing had been more restrained. A straighter tone would have offset the surreal, symbolic vision. But of course, I could be wrong.
One of the best comedic pieces of the year. Riggert is an absolute genius
Given that alcohol is a depressant, this really sticks a chord. Well done to all involved..
You can really see the Australian ad industry is culturally backwatered (aka bogan), when it can’t support some artfulness in its own craft. Back to art school for all you occa savages. Oh wait, you all started out in the mail room.. or something.
I know you’re tryin’ to appeal to the more effluent drinker, like ourselves but Kel’s havin’ a real hard time with this one. Reckons it all a bit, you know “arty”. Long as me Cardinay is nice n’ cold, that’s all we care about darl!
I knew our industry was bitter but you guys are next level. Why have we got to slam everything? Have some constructive feedback. And appreciation for things getting through. You all just make me sad. Depressive, over dramatic and self indulgent? Fuck me you guys are horrible, miserable people.
Timeless, emotive and authentic. Visually stunning.
A welcome change to see a wine ad that isn’t a bunch of friends having a picnic laughing and gallivanting through the vineyards.
there is some craft here which is good but it’s style over substance. i feel nothing when I watch this.
unfortunately it won’t touch the sides with the people that will actually buy this wine.
if the brief was to create work that may get shortlisted for some film craft metal then yes this has done its job. But, if the brief was to sell wine this is a huge waste of money and time.
I’m not sure about this campaign as it’s really weird and creepy.
Yeah, nah.
i like that its different – dramatic in a good way
Did the client want to sell wine here? Terrible on all accounts, but truly filming with one light so you can’t see a thing is not artistic, it’s just bad direction.
The writing wreaks of ‘Advertising’ level prose. Bleeds cliche, sounds cumbersome. Pitch-level mood film words.
Has advertising become so bad in this country, so devoid of talent that you people actually think this is self indulgent? WTF happened to this industry? (We’re doomed if you guys think this is bad.) This is the story of the birth of a multi-generation company. Brought to life with real artistry and craft. Have you people become so dull and so out of touch with nature that you don’t feel the connection with the elements and the earth a farmer feels. This is as close to spiritual as an ad gets. Wine is traditionally unimaginative and generic, this is amazing! Well done Christopher Riggert. I’ve wanted to work with you for a while now, I just haven’t had the right script. And this piece just reinforces your mastery. And to Tom and Jules, you guys are creating something really special there. This a big win. Well done to all involved.
👏👏👏
We need to start supporting each other when when an agency swings for a home run. Sometimes we make it, other times we miss. But this is what keeps our industry creative and inspires other clients to do more creative, artistic or just plain different work.