Penfolds says ‘fine’ is an insult in global campaign from Wunderman Thompson Australia

Penfolds has rejected the label of ‘fine’, suggesting things described as such fall short in comparison to its ‘extraordinary’ wine.

The global campaign, created by Wunderman Thompson Australia, introduces the new brand platform ‘Meet Extraordinary’. 

Penfolds’ global marketing director, Kristy Keyte, wanted to create an emotional connection with the customer.

“We are excited to launch Penfolds new Meet Extraordinary communications platform to the world,” Keyte said.

“We hope this platform connects to the deep emotional values of our consumers around the world, to feel empowered to put into effect the strength of their own convictions. Because if you never push beyond ordinary, you never meet extraordinary.”

Wunderman Thompson has worked with Treasury Wine Estates since 2017, when J Walter Thompson (part of the since-merged agency) was awarded the global creative account.

Wunderman Thompson Australia global business director, Paulina Embart, added: “The new global brand platform was born of unearthing the truths hidden in the incredibly storied history of the Penfolds brand. One filled with innovation, creation and relevant truths to today’s consumer.

“Taking the core DNA strand of self-belief that lives within the 176-year-old brand led us to a repositioning and new brand idea.”

The static execution of the campaign

The spot was directed by Patrick Clair, who has been nominated for 11 Emmys throughout his career, and most recently for outstanding main title design for Westworld.

The campaign will appear on TV, social, out-of-home, print and digital. It launches in Australia this week and will launch in international markets in from October.


Wunderman Thompson
National Chief Creative Officer: Simon Langley
National Chief Strategy Officer: Angela Morris
Creative: Kat Thomas
Creative: Nick Doring
Designer: James Ayling
Head of Production: Jackie Archer
Senior Print Producer: Emma Donaldson
Global Business Director: Paulina Embart
Engagement Lead: Rose Suys
Senior Engagement Manager: Anna Parker

Treasury Wine Estates
Global CMO, Treasury Wine Estates: Angus Lilley
Global Marketing Director, Penfolds: Kristy Keyte
Global Content and Media Manager, Penfolds: Anna Curtin
Global Marketing Manager, Penfolds: Bo Jakubenko

Production Company: Sedona Productions
Director: Patrick Clair
Executive Producer: Kim Wildenburg

Animation House: Assembly
Creative Lead: Jonny Kofoed
Producers: Helen Naulls and Clare Bone

Sound Design & Mix: Rumble Studios


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