Yalumba celebrates the ‘magnificent unknown’ in campaign from Special Group

Special Group has created its first campaign for wine label Yalumba, after winning the account last year.

The campaign launch film dramatises the planting of the first Yalumba vine over 170 years ago, and is explores the idea of allowing the uncertainty of nature to guide the development of the vineyard.

The campaign seeks to highlight the brand’s philosophy to ‘Embrace the magnificent unknown’.

The film was directed by Finch’s Christopher Riggert, and actor Deborah Kennedy provided the over voice.

The launch film will be aired on TV, across cinemas and online. The campaign will also include print and OOH executions.

Special Group Australia ECD, Julian Schreiber, said in a statement: “Once we heard the story of the first vine, we knew that not only did it perfectly demonstrate the brand’s philosophy, but it would allow us to create something dramatic, visceral and unlike any other wines out there.”

Yalumba director of marketing and communications, Nicky Gameau, said: “The campaign gives the audience an opportunity to connect with a timeless emotion: the ambition to do something bold. In an extremely cluttered category, the premium wine drinker needs something they can believe in.”


Creative Agency: Special Group
CEO: Lindsey Evans
Strategy Director: Dave Hartmann
Executive Creative Directors: Tom Martin, Julian Schreiber
Creatives: Josie Fox, Harry Stanford, Michael Punton
Business Lead: Michelle Braslin
Executive Producer: Paul Johnston
Producer: Emily Willis

Yalumba Executive Director – Marketing & Communications: Nicky Gameau
Yalumba Marketing Manager: Jacinta Gibson & Christine Phillips
Yalumba Brand Manager: Jessica Hill-Smith

Production Company: Finch
Director: Christopher Riggert
Executive Producer: Loren Bradley
Producer: Camilla Mazzaferro
Director of Photography: Tim Tregoning
Editor: Bernard Garry / The Editors
Post Production: Atticus / Drew Downes and Amelia Bromley
Music composition and Audio: Rumble Studios


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