Squealing Pig launches AO Pride campaign via in-house agency
Treasury Wine Estate’s (TWE) Squealing Pig brand has launched a new national pride campaign created by TWE’s newly formed in-house agency, Splash.
Centring on Pride Day at the Australian Open, ‘Summer of Love’ highlights the spectrum of sexual orientation and gender identity of the queer community, championing love and inclusion.
The campaign went live on the first day of the Australia Open, and will run through January to March, bookending Squealing Pig’s partnerships with the AO and Sydney WorldPride, the latter for which it is the official wine partner.
Spearheaded by a 30 second spot featuring AO Grand Slam host Brihony Dawson and drag star and stylist Aysha Buffet (Rian Difuntorum), the campaign connects the term ‘love’ in tennis with a feeling of love towards everyday members of the LGBTQIA+ community.
Dawson identified the partnership with Squealing Pig’s Summer of Love as a platform to celebrate LGBTQIA+ athletes, performers and the diversity of the wider community.
“Good wine is shared with great friends over interesting conversation. Squealing Pig’s Summer of Love campaign and Pride Labels showcase the beautiful diversity of the queer community in a fun, accessible way. As a proud non-binary person, it’s refreshing to be part of a campaign that embraces love and identity in all its glorious forms,” said Dawson.
AN example of the outdoor execution
Kaushik Lal, Squealing Pig senior brand manager said: “The AO is one of the world’s most accessible and inclusive sports and entertainment events. It’s the perfect platform to get people toasting to ‘love’ both on and off the court in the lead up to AO Pride Day and Sydney WorldPride.
“At Squealing Pig, we’re known for our inclusive and cheeky approach to the complex world of wine, a category that a lot of people find confusing and stuffy. But we are also committed to channeling our playfulness and positivity in support of inclusion and diversity on a much broader level.”
The campaign extends to product design, with Squealing Pig swapping for nine limited-edition Pride labels on bottles of its 750ml Rosé. Each label separates a different letter of the LGBTQIA+ acronym, as well as allies. The wine brand first launched a similar collection of labels for Mardi Gras in 2022.
Elsa Beaumont, director of Splash TWE said: “We want to shine a spotlight on the rainbow community at its finest; and do so in a meaningful, respectful way that remains true to Squealing Pig.”
Phil van Bruchem, creative director of Splash TWE added: “It was important that we worked closely with a range of representatives of the nine communities – both from the Squealing Pig team and externally, to bring our Summer of Love campaign and Pride Labels to life with real authenticity.”
The campaign runs across connected TV, OOH, online video and social through to the end of Sydney World Pride in mid-March.
Credits
Production Partner: The Producers
Executive Producer: Noelle Jones
Senior Producer: Afrim Memed
Director: Amber Mealing
DOP: Amy Dellar
Editor: Geri Doherty
Online: Jonothan Stokes
Sound: Bang Bang Studios
Sound Engineer: Sam Hopgood
Animation: BumbleBee
Client: Treasury Wine Estates – Squealing Pig
Director Marketing & Category: Ben Culligan
Head of Consumer Marketing & Branded Clubs: Nick Powell
Senior Brand Manager: Kaushik Lal
Assistant Brand Manager: Rebecca Portelli
Digital Channel and Content Manager: Ari Wytwornik
Senior PR Manager: Zoe Stiberc
Agency: Splash TWE Director, Splash: Elsa Beaumont Creative Directors: Phil van Bruchem & Tom Opie
Lead Designer: Marni Burger
Head of Operations: Faye Collay
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topics
2022 Australian Open
Australian Open
Aysha Buffet
Brihony Dawson
Elsa Beaumont
Kaushik Lal
Phil van Bruchem
Squealing Pig
The Producers
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