Wolf Blass asks ‘why’ in new work from Wunderman Thompson
Australian wine brand Wolf Blass has launched a new brand platform, ‘Why Settle When You Can Soar’, via Wunderman Thompson.
Launched nationally last week, the new campaign aims to inspire consumers to ask ‘why’ more, based on the spirited refusal of Wolf Blass founder, Wolfgang Blass, to accept anything less. The new platform is intended to embody Blass’ spirit of creativity, flair and a healthy disregard for the status quo as the brand seeks to break conventions in the wine industry.
“For almost a decade, Wolf Blass’ ‘Here’s To The Chase’ campaign inspired audiences around the world and included themes of pursuing our dreams, stepping out of our comfort zones regardless of risk, rules or boundaries, and reminded us to listen to the voice inside of us that says: ‘chase it’. Fast forward to 2022, and ‘Why Settle When You Can Soar’ takes this message forward in a more progressive and engaging way, evolving it for today’s audiences,” said Angus Lilley, Treasury Premium Brands’ chief marketing officer and general manager sales ANZ.
“Wolf Blass has always been synonymous with wine drinkers of all ages and walks of life from all over the world. Therefore, the brand is challenging the world to ask ‘why’ more often. Because we cannot and should not settle until everyone can soar.”
The campaign has rolled out initially in Australia and is set to extend to the UK, Europe, Canada and Asia markets across TV, OOH, BVOD, cinema, digital and social media. The campaign will also utilise unique media such as light projections, which will pop up on city landmarks across major capitals.
Credits
TREASURY PREMIUM BRANDS
Shehan Ananthakumar – Senior Brand Manager
Rebecca Roche – Brand Manager
Anna Robinson – Brand Manager
Zoë Tostevin – Head of PR ANZ
Nicholas Powell – Head of Consumer Marketing & Wine Clubs, ANZ Portfolio & Global Brands
Ben Culligan – Category & Marketing Director, ANZ & Asia
Peter Randeria – Director Consumer Experience & Marketing Strategy
Melissa Wilson – Global Insights Lead
Creative & Production
Creative Agency: Wunderman Thompson
Production Company: Eight
Director: Courtney Brookes
Executive producer: Lib Kelly
Producer: Jess Belgiovane
DOP: Campbell Brown
Post: Heckler
MINDSHARE (Media Agency)
Melanie Cannington – Client Partner
Victoria Sanderson – Head of Strategy Melbourne
Maddison Jones – Manager
Have your say