Lindeman’s launches global campaign focused on ‘smile stories’

Lindeman’s have launched a new global campaign built around the idea of highlighting ‘smile stories’.

The campaign, created J Walter Thompson (JWT) Melbourne, aims to highlight stories of friendships and has been launched in more than 100 countries with the tagline: ‘The World Smiles with Lindeman’s’.

“Lindeman’s has been making people smile for over 170 years,” said Paulina Embart, JWT group account director.  “And this campaign celebrates those little, everyday things that make us happy. Inevitably, it’s a real sense of social connection that lies at the heart of joyful moments.”

The campaign will run across digital, still and video/TV with in-store activations and limited-edition bottles.

The campaign was shot in four locations around the world – London, Stockholm, Guangzhou and Sydney – by internationally-renowned photographer, Sophie Ebrard. Ebrard took a journalistic approach to subject and story, scouring each location to uncover interesting stories from ‘real people’ who enjoy Lindeman’s and capturing these in her customary visual style, both on film and through still photography.

Lindeman’s global marketing manager, Tasha Harp, said: “This campaign is a modern interpretation of Lindeman’s positive philosophy, which was first expressed by founder Dr. Henry Lindeman in 1843 and has been a consistent value of the brand ever since.

“Lindeman’s is available in 100 countries around the world, so we sought to capture just some of the locations and moments where Lindeman’s is enjoyed.”


  • Agency: J. Walter Thompson Melbourne
  • Creative Director:  Tim Holmes
  • Senior Writer:  Michael Mulcahy
  • Senior Designer: Chris Lewis
  • Designer: Monica Placella
  • Agency Producer: Lauren Napthine
  • Planning: Simon McCrudden
  • Account Management: Peter Randeria, Paulina Embart, Rose Dwyer


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