Penfolds goes bold in experimental 180th year campaign

Penfolds has unveiled a new global masterbrand campaign to celebrate its 180th year. Anchored in Penfolds DNA, the new campaign is underpinned by Penfolds Venture Beyond platform.

Encapsulating the power of blending and Penfolds unwavering conviction, the new masterbrand campaign clearly demonstrates Penfolds vision and values.

Don't miss: Media.Monks launches new office in Indonesia

Leading the global rollout is a 30-second film to be supported in key markets worldwide. Filmed in Kalbaskraal, South Africa, Penfolds partnered with twin creative duo Lea and Roberto Colombo of Casa Colombo to shoot the campaign.

Recognised for their bold and saturated style exploring the connection between colour, light and emotion, Casa Colombo’s past clients include Louis Vuitton, Versace, Marni, Nike and Givenchy.

The film features wines from the Penfolds Collection (Grange, Bin 707 Cabernet Sauvignon, St Henri, and Bin 389 Cabernet Shiraz), capturing the pioneering spirit and power of blending that Penfolds has championed since 1844, it said in a statement.

The 30-second film features a woman on top of a round red dining table drinking wine and dancing against a blood red background. It also features a man, walking by a tree and then drinking wine. 

“It takes curiosity to move towards the unfamiliar, to renew and to begin – a Penfolds philosophy which is visually embodied in the new masterbrand campaign. Working alongside industry-leading artists such as Lea and Roberto Colombo has re-energised our creative approach, taking Penfolds masterbrand to the next level. We’re excited to bring this truly global campaign to the world in Penfolds 180th anniversary year,” said Kristy Keyte, chief marketing officer, Penfolds.

Penfolds' new masterbrand campaign launches first in Australia this August, followed by China, Southeast Asia, and the UK in September. The campaign will be seen across out-of-home (OOH), digital, social, print and experiential. 

The creative campaign was developed with MONKS.

Prior to MONKS partnership with Penfolds, S4 Capital’s operating brand Media.Monks opened an office in Indonesia earlier this year in July, adding a strategic location and local talent to its Asia Pacific business, it told MARKETING-INTERACTIVE at the time. 

The Indonesian office will service both local and regional client business, as Indonesia continues to be a growth market for brands. It is the ninth local office in the APAC region, adding to existing Southeast Asia offices in Singapore and Malaysia.

Related articles:
Sephora uses larger-than-life makeup to hype up newly-revamped ION store
Google Play taps Iko Uwais to get consumers to take online security seriously
HKSTP showcases HK’s innovation prowess with first global campaign