‘Like a toast to new adventures and old friends’: TABOO launches new work for Starward Whisky
Melbourne-based creative agency TABOO has launched a new creative campaign for Starward Whisky, inviting consumers to break away from convention, and go ‘To New Horizons’.
Starward, founded in Melbourne in 2007 by David Vitale, pays homage to its roots through its signature maturation process.
The ‘To New Horizons’ platform aims to welcome both seasoned whisky drinkers and newcomers to “explore beyond traditional confines”.
The hero spot, shot by Betty Wants’ Max Greenstein and set in Melbourne’s HER Bar, showcases the world of cocktails, food pairings and moments that can be discovered through Starward’s unique flavour profile.
Marketing director at Starward, Brendan Moynihan, reflected on the campaign: “Starward has always stood for defying traditional category conventions by taking whisky out of its comfort zone and making it more accessible for the next generation of curious drinkers.
“‘To New Horizons’ reflects our dedication to this journey of discovery and we’re excited to see how it connects with the global whisky community.”
TABOO’s creative director, Melba Gounas, added: “Working with Starward on ‘To New Horizons’ has been like a toast to new adventures and old friends.
“It’s about embracing the future, injecting new energy and vibrancy, and connecting with everyone ready to explore the unknown, one sip at a time.”
As part of the new campaign, global design and packaging agency Stranger & Stranger has introduced a refreshed packaging for the business, with the ‘To New Horizons’ scribed on every bottle.
The campaign is rolling out in Australia on social, YouTube, Foxtel, catch-up TV, and OOH, with plans to extend its influence in the global market next year.
Credits:
Client: Starward Whisky
CEO: Simon Marton
Marketing director: Brendan Moynihan
Marketing consultant: Andrew Connelly
Brand communications manager: Bela Barbu
Digital marketing manager Zara Abernathy
Creative agency: TABOO
Creative director: Melba Gounas
Designer: Trent Bucknell
Copywriter: Angus Keach/Ryland Summers
Creative producer: Hannah Cleary
Senior account director: Sarah Shaw
Senior account manager: Sinead Moloney/Jack Owen
Strategy director: Tatum Ambler
Managing director: James Mackinnon
Media agency: Havas
Account manager: Derya Parbo
Senior account director: Sarah Cook
Senior performance manager: Tania Antal
Account executive: Frazer Woodhead
Production company: Betty Wants In
Director – Max Greenstein
Executive producer – Drew Dunlop
Managing director – Chas Mackinnon
Producer – Ally Curtis
1st AD – John Sandow
DOP – Max Walter
Production
Stills photographer (lifestyle): Melissa Cowan
Stills photographer (product): Ryan Creevey
Post production: Puffin Post
Audio production: Wildmill Audio
Packaging refresh: Stranger & Stranger
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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