GH Mumm celebrates ‘Bold Beginnings’ with chef Josh Niland

Australian seafood chef, Josh Niland, has fronted a campaign for champagne brand, GH Mumm, that aims to reflect the ‘pioneering spirit’ of the brand.

The campaign launches brand platform ‘To Bold Beginnings’ which is based on the insight that Australians are ‘just as likely to raise a glass to ambition as we are to achievement’.

It is the first work from Emotive after joining Pernod Ricard’s creative roster in October.

In the long and short-form content, Niland shares his own ‘bold beginning’ and how he came to focus his career on sustainability and reducing food waste.

Eric Thomson, global marketing director of Pernod Ricard Winemakers, said: “As a brand, Mumm has been driven by a passion for progress and a pioneering spirit for nearly 200 years – and that drive has gotten us to where we are today; Australia’s number one Champagne.

“Bold Beginnings is about celebrating that drive, and we are thrilled to be partnering with Emotive and Josh – arguably the boldest chef in Australia right now, who truly embodies the spirit of Mumm.”

The campaign will be executed across digital, social and PR.

Ben Clare, group creative director at Emotive, commented: “With everyone else in the category celebrating people’s accomplishments, we thought let’s raise a glass to ambition – to blank pages, and bold ideas.

“Because there’s just as much cause for celebration in taking the first step towards something as there is in finding success. And while few people have the courage to leave school to pursue their dream of becoming a chef at 15 like Josh, we’re hoping his story is first of many under the new platform.”


Mumm Marketing Team
Head Of Champagne and Vodka: Valeria Catterini
Senior Brand Manager: Karlee Fancourt
Brand Manager: Julie Chan

Emotive Agency
Head of Strategy and Managing Partner: Michael Hogg
Strategy Director: Anthony Lockhart
Group Creative Director: Ben Clare
Business Director: Sarah Clifton
Executive Producer: Hayley-Ritz Pelling

Film Production Company: Daughter
Film Director: Michael Dole
Executive Producer: Annika Johansson
Cinematographer: Mike Perry
2nd Camera unit: Eddy Ming
Gaffer: Storm Ashwood
1st Assistant Camera: Christo Herriot
Sound Recordist: Leo Sullivan
Photographer: Eddy Ming


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