ABOUT

Leagas Delaney were tasked to develop a brand idea that builds an emotional connection between luxury consumers and Penfolds. The idea has to drive advocacy and be naturally embedded in a luxury lifestyle, while mindful of the fact that advertising in this category is often associated with lower quality brands. The inspiration for the idea is Penfolds ‘Bin Series’, which is expressed in numbers, as are the cellaring and the drinking window. The numbers are used to unlock the stories and mystique behind the Penfolds brand, which is associated with remarkable provenance and a winemaking philosophy that has been upheld for generations.