Brand + Marketing + Creative + Digital

McGuigan Wines is the quiet achiever of the Australian wine industry. Having been awarded International Winemaker of the Year in 2009, 2011 and 2012 they were once again confident of winning the top honour for 2016 in London – which they did for an unprecedented fourth time.

The direction

The easy temptation was to go down the ‘chest beating’ route, highlighting Aussies doing great things on the world stage. But after a more strategic analysis of what today’s wine consumers are thinking and where the domestic wine market is heading, we saw an opportunity to use the prestigious award instead as rational support for a more understated brand message delivered by Neil McGuigan himself.

The Campaign

The campaign came to life across multiple platforms including online, targeted eDMs, large format outdoor advertising around Sydney airport and through various activation and trade communications.