Novak Djokovic stars in new ‘Made by Moments’ branded content series for Jacob’s Creek

Novak Djokovic is the centre of another branded content series, with Jacob’s Creek launching films showing the tennis champion opening up about some of his favourite dining experiences.

The wine brand has revisited last year’s ‘Made by Moments’ series, starring the recently-crowned Australian Open champion in two new films which launched online in mid-January and will run throughout the year, globally.

The first film sees Djokovic and wife, Jelena, reliving their near-disastrous first date in a light-hearted fashion.

Cummins & Partners is behind the campaign which will run throughout the major tournaments of the year.

Djokovic was also the star of a content series with ANZ Bank, in which he talked about different ways of inspiring himself, and in which his wife also made a cameo appearance.

The second ad in the Jacob’s Creek series sees Djokovic revisiting a childhood memory, describing a traditional Serbian tradition.

“This year, we continue with a story that is closer to the brand,” ” said Kirsty Muddle, chief innovation officer at Cummins & Partners, in a statement.

“We know Jacob’s Creek consumers are engaged with the tennis and we also know they love food. Beyond the taste of it, it’s the ceremony in serving it, the occasion it creates and the memories these occasions leave us with that Jacob’s Creek celebrates.”


Client: Jacob’s Creek – Pernod Ricard Winemakers

Advertising Agency: Cummins & Partners

Executive Creative Directors: Ben Couzens & Jim Ingram

Chief Media and Innovation Officer: Kirsty Muddle

Group Account Director: Hayden Isaacs

Senior Account Director: Polly Aspinall

Senior Account Manager: Alex Grivas

Head of Broadcast Production: Jess Thompson

Director: Steve Callen

Production Company: The Director’s Group

Cinematographer: Matthew Chuang

Post Production: John Holmes (Offline), CJ (Grade) & Graeme Phillips (Online)

Sound Production: Dylan Stephens (Risk Sound)

Music Composer: Justin Pounsett (The Audio Embassy)

Stills Photographer: Amanda Fordyce

PR Agency: One Green Bean Australia

Digital Agency: IMPERO London

Integrated Communications agency: BD Network


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