Meet Extraordinary|短视频,图文|广告营销案例【ADGuider广告指南】

遇见非凡

案例简介：Penfolds透露了一项新的全球传播活动，该活动是与11次艾美奖提名的导演Patrick Clair和Wunderman Thompson Australia合作创建的。克莱尔著名的指令风格将新的Penfolds “meet extrainary” 品牌平台的情感情感带入生活，通过注入具有丰富象征意义的诗意意象来创造有意义且引人注目的内容。这是Penfolds多年来首次制作的全球TVC，展示了一系列个人和历史时刻，这些时刻体现了推动平凡，迎接非凡。引领全球推出的是一款新的30英寸TVC，它将在全球所有市场得到支持。澳大利亚Wunderman Thompson全球业务总监Paulina Embart对新活动进行了反思: “新的全球品牌平台诞生于揭示Penfolds品牌令人难以置信的历史中隐藏的真相。一个充满创新，创造和相关的真理，今天的消费者。在拥有176年历史的品牌中，自我信念的核心DNA链使我们重新定位和新的品牌理念。”Penfolds全球营销总监Kristy Keyte说:“ 我们很高兴向世界推出Penfolds新的Meet非凡沟通平台。我们希望这个平台能够与世界各地消费者的深层情感价值观联系起来，让他们感到有能力将自己的信念付诸实践。因为如果你从不超越平凡，你永远不会遇到非凡。Penfolds new Masterbrand活动将在所有媒体平台上上线，包括TVC OOH，印刷，数字，社交plus，来自澳大利亚2020年9月和所有其他主要市场的10月。克莱尔最近获得了2020艾美奖提名，以表彰《西部世界》的 “杰出主标题设计”。由澳大利亚Wunderman Thompson为Penfolds创建的综合广告，类别: 酒精饮料。

遇见非凡

案例简介：Penfolds has revealed a new global communications campaign, created in partnership with 11-time Emmy nominated Director Patrick Clair and Wunderman Thompson Australia. Clair’s famed directive style brings to life the emotive sentiment of the new Penfolds ‘Meet Extraordinary’ brand platform by injecting poetic imagery with rich symbolism to create meaningful and arresting content. This is the first global TVC Penfolds has produced in years and showcases a series of personal and historic moments that embody pushing through ordinary, to meet extraordinary. Leading the global rollout is a new 30” TVC that will be supported in all markets around the world. Wunderman Thompson Australia Global Business Director, Paulina Embart reflected on the new campaign: “The new global brand platform was born of unearthing the truths hidden in the incredibly storied history of the Penfolds brand. One filled with innovation, creation and relevant truths to today’s consumer. Taking the core DNA strand of self-belief that lives within the 176-year-old brand led us to a repositioning and new brand idea.” Penfolds Global Marketing Director, Kristy Keyte said “We are excited to launch Penfolds new Meet Extraordinary communications platform to the world. We hope this platform connects to the deep emotional values of our consumers around the world, to feel empowered to put into effect the strength of their own convictions. Because if you never push beyond ordinary, you never meet extraordinary”. Penfolds new Masterbrand campaign will go-live across all media platforms including TVC OOH, Print, Digital, Social plus in-store from September 2020 in Australia and from October in all other key markets. Clair recently received a nomination for the 2020 Emmy Awards, for “Outstanding Main Title Design” for Westworld. Integrated advertisement created by Wunderman Thompson, Australia for Penfolds, within the category: Alcoholic Drinks.