Novak Djokovic teams up with Jacob’s Creek in next phase of ‘Made By’ global push

Tennis champion Novak Djokovic has been named the brand ambassador for Jacob’s Creek as it rolls out the next phase of its ‘Made By’ marketing campaign which kicked off last month, ahead of the Australian Open in January.

The three times Australian Open winner and world number one will appear in a series of videos about his life that will premier in Melbourne before being made available on Jacob’s Creek Youtube channel in mid January.

The collaboration with Djokovic follows a similar partnership the wine maker had with Andre Agassi.

Jacob’s Creek global marketing director Derek Oliver said: “Jacob’s Creek has a long standing affiliation with professional tennis and Novak personifies the authentic spirit that we celebrate. Both Jacob’s Creek and Novak are proud of what we are ‘Made By’, partnering together we are taking Novak’s ‘Made By’ story to the world.”

The Made By crusade, created by Havas Worldwide Australia, aims to illustrate what goes into making the wine with TV adverts featuring the people and places that contribute to the process.

A social media consumer engagement strategy, designed to ask consumers to consider what they are ‘Made By’, will also be launched globally in January.

Shot in documentary style on location in his home town of Belgrade, Serbia, the ‘Made By Films’ celebrate the “people, places and passions that have made Djokovic the tennis champion he is today”.

“Partnering with Jacob’s Creek has given me the opportunity to tell the world my story for the first time, showing what I’ve been shaped and inspired by,” he said.

The film series will be launched globally on January 13, 2015, six days before the start of the Australian Open Tennis championships which Jacob’s Creek also sponsors.


Jacob’s Creek Team: Anne Tremsal, Derek Oliver, Kris Powell, Tamara Ireland and Sophie Meere

Advertising Agency: Cummins & Partners

Creative Directors: Ben Couzens & Jim Ingram (Cummins & Partners)

Production: Cummins & Partners

Director: Keith ‘Keef’ Ehrlich

PR Agency: One Green Bean Australia

Digital Agency: IMPERO London

Steve Jones


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