ABOUT

One of the world's leading wine brands, Penfolds, needed help with brand awareness in the UK. A brand with a history of being bold and going beyond the status quo, needed to grab attention using their visually powerful world of space travel, daring to go, where other wine brands have never gone before.

Penfolds creative had to stand out in the UK and do something innovative. We took Penfold’s distinctive assets and helped them ‘venture beyond’ the confines of their media space. In OOH, a special build at Europe's busiest shopping mall, Westfield, saw the iconic Penfolds spaceman and billboard physically drift out of the site as if in zero gravity, . Across social platforms, wine rockets and spacemen popped out of videos to disrupt social feeds and grab attention. Then to build reach, over 2000 DOOH sites showed off visually iconic, space-themed animation with a bold red tint.

Purpose
Launching Penfold's first large scale brand campaign in the UK to help grab attention and build brand awareness. We expanded the above-the-line creative executions as part of a nationwide advertising campaign. Elevating the creative assets (literally) to embody Penfold's campaign of ‘Venturing Beyond’.

Method of output
To make our ‘Venture Beyond’ campaign stand out, we employed a clever use of media to elevate the Penfolds brand assets, echoing how items float in space.

Special Build OOH – To drive fame… A custom build at Europe's largest shopping mall, Westfield’s London. At their iconic Pump Station, the brand's hero spaceman physically drifts out of the site as if in zero gravity along with the billboard itself.

Social – Across Meta platforms, Instagram and Facebook, 3D pop-out videos stopped audiences scrolling and disrupted social feeds, grabbing attention and showing off the Penfolds brand.

DOOH – To drive awareness…Using over 2000 digital formats across the UK, we used our eye-catching motion graphics.

Results
We drove wide reach with over 7.5 million OOH impressions.