Pernod Ricard champions ‘memorable firsts’ in new campaign for Brancott Estate via O&M NZ
Ogilvy & Mather New Zealand has developed and executed an innovative art-based, marketing campaign for client Pernod Ricard, which champions the concept of ‘memorable firsts’.
Ogilvy & Mather were tasked with developing a campaign for Brancott Estate that launched the 2014 Limited Edition bottle range while also reflecting the pioneering heritage of the wine brand and its 26-year long sponsorship of the World of WearableArt (WoW). Brancott Estate established a vineyard in the South Island in 1973 when popular opinion thought the region was too cold to grow wine grapes.
The resulting idea was to enlist internationally acclaimed product designer, David Trubridge to create a wearable artwork that would incorporate crowd-sourced images of Kiwis’ own ‘memorable firsts’.
Over 500 photographic submissions were received following the launch of a Brancott Estate social media campaign comprising of six weekly YouTube videos featuring Trubridge. The initial videos featured the designer talking about concept and inspiration behind the project, and calling on the public to submit photographs of their ‘firsts’. Later videos provided behind-the-scenes insights into the creative process that Trubridge and his design team undertook to create the artwork featuring the hundreds of images.
The sculptural form of the artwork was inspired by Trubridge’s vision of a bird about to take flight on its first, epic journey.
Says Trubridge: “The first thing that jumped into my mind was the image of a young gannet sitting on the edge of the cliff. The first time it flies is the start of its journey all the way to Australia. It takes off and it doesn’t stop.”
For the final artwork Trubridge used the signature material from his acclaimed lighting range, lightweight bamboo plywood, to construct a huge pair of wings, which was designed to move and flex with the wearer. The publics’ images were printed on the underside of the winged structure in a red and white monochrome that reflects the colours of Brancott Estate wine.
Says Greg Whitham, Ogilvy & Mather head of digital: “David is an incredibly talented designer who loves to pioneer new territory, which he has done on many levels with this project. And with over 500 people providing images for the artwork this could possibly be one of the biggest art collaborations ever to happen in New Zealand.”
The artwork was revealed in a dramatic performance at the World of WearableArt in Wellington on 12 October 2014, accompanied by a video projection of the creation process.
Says Kerry Wheeler, Brancott Estate marketing manager: “The pioneering concept created by the team at Ogilvy provided an inspirational basis for the creation of a stunning piece of unique wearable art. The artwork not only includes Brancott Estate consumers as part of the story, but also reflects and embodies the true pioneering spirit of Brancott Estate and WOW.”
PR was used to create additional awareness about the innovative project. Media coverage about the project was featured on TVNZ national news, metropolitan newspapers and numerous design and lifestyle websites and blogs. The art-based campaign was also complemented by the launch of a range of limited edition Brancott Estate bottles to celebrate the World of WearableArt.
Client – Pernod Ricard New Zealand
Marketing Manager – Wine, Kerry Wheeler
Brand Activation Manager – Wine, Sassetta Andrew
Agency – Ogilvy & Mather
Creative Directors- Greg Whitham & Rupert Hancock
Art Director – Jordan Dale
Copy Writer – Karla Tarr
Digital Producer – Evey Burilin
Content Producer – Gary Sims
Content Editor – Martin Spencer
Senior Designer – Manuel Payan
Group Account Director – Maggie Antone
Account Director – Sara Eichmann
Account Manager – Cecile Cantin
PR Consultant – Lwindi Ellis