Jacob’s Creek Double Barrel
Jacob’s Creek wanted to elevate their iconic brand to be more premium, and Double Barrel was the key. It’s finished in whiskey barrels - a message that had only been delivered functionally. So to launch it globally, the brief was to create a more engaging and iconic story that would generate interest in 26 global markets, focusing on the US.
So, the story of Double Barrel was retold in a way everyone can relate to - a love story. The functional message of the two-barrel aging process became “Two Barrels, One Soul” - a tale of struggle, perseverance and overpowering love. A remarkable triumph over odds from opposite ends of the earth.
ARVO beer
To help Casella Wines (the mob that make Yellowtail) move into a new category and launch a craft beer called ARVO in to the extremely crowded and competitive Australian market. An additional challenge was that the actual brew of the beer had not even been created yet, so we had no idea what it might taste like or how it would be positioned.
What if the challenge of not yet having a brew could be turned into an advantage? The decision was made to launch a beer… without the beer. The Perfect Lager Project was born, to create the world’s first crowd-brewed beer.
Chivas Regal
Chivas was seen as bit of an old man’s whisky. So the brief here was to turn the long-running ‘Live With Chivalry’ campaign into something more modern and culturally relevant.
We developed a platform called ‘The Venture’ to inspire and enable an aspiring generation of young professionals to use business as a force for good.
The Venture was backed by a $1 million fund for social entrepreneurs with business ideas that turn a profit and make a difference to the world.
At last count, the platform has run in 16 different countries with thousands of businesses funded.
TabCorp
New South Wales and Queensland aren’t so fond of each other – especially when it comes to rugby league. State of Origin, Australia’s annual rugby league series between the two states, stirs up fans’ fierce state pride like nothing else. The question was, how could we turn that pride into bets for NSW sports betting agency TAB?
After seven straight State of Origin losses, NSW fans weren’t feeling so confident in betting on their team – so we gave them a hand. We introduced them to a psychic cockroach (in homage to the NSW team mascot and footy legend Steve ‘Blocker' Roach), who helped fans choose a player to bet on through LIVE, personal predictions online.
A2 Milk
For a new brand they had done a great job of disrupting the industry. Until this point, all coms had been focused on pushing the functional benefits. My brief was to bring some emotion to the brand.
Note: I was not involved in the production of this campaign. I created the brand positioning and wrote the script before handing over to the client to work directly with a production house.
Le Petit Rosé by Jacob’s Creek
Rose was the fasted growing wine varietal of 2017. This campaign was to globally launch Jacob’s Creek’s interpretation of the category.
Le Petit Rosé was created using traditional french techniques but with Australian know how. So it’s Fraustralian. Hence this campaign.
On the back of this launch campaign, Le Petit Rosé became the #1 selling Rosé in Australia within a year.
