Jacob's Creek Australian Open ‘Made By Moments’ Short Films Led By Djokovic

Jacob’s Creek is rolling out the second year of its short film led ‘Made By Moments’ Australian Open campaign – again fronted by current men’s champion Novak Djokovic.

At the leading edge of the Australian wine brand’s activity is a set of 13 short videos featuring Djokovic answering questions about his life.

Rolled out from 12 January, the week before the tournament begins, most focus on food and have a fun tone, but some of the major sponsor’s spots are slightly more in-depth and personal than others.

The more interesting and engaging longer one-minute videos see the player retell intimate, personal stories about his life: from a comic film about the story of his ‘First Date’ with his wife,

to an emotional video about ‘Family Tradition’ mealtimes.

Others are shorter and altogether more simplistic and generic clips featuring Djokovic saying what his favourite types of food are and challenging his food skills – including

Novak’s Food Heaven and Hell,

Novak’s Ultimate BBQ,

Novak’s Chopstick Challenge,

Novak’s Favourite British Food,

Novak’s Favourite Indian Food,

Novak’s Passion for Potato,

Novak’s Post Match Reward

Novak’s Pre-Match Meal,

and even Novak’s On Set Surprise,

and ‘Who Would Play Novak in a Hollywood film?’.

Between them they all span classic Australian traditions like BBQ, to linking with Australia’s multiculturalism and history as well as the player’s own global status.

The clips are all hosted on the wine brand’s YouTube channel and also are amplified across its other social platforms,

.@DjokerNole is starring in our new ‘Made By Moments’ film series. Some of these moments and meals helped shape him. pic.twitter.com/mYnSL0RsMP

— Jacob's Creek Wine (@JacobsCreek) January 12, 2016

Wishing our ambassador, @DjokerNole, the best of luck in the #AusOpen. #JacobsCreek https://t.co/SK97fhAo5k pic.twitter.com/rHJEFQbwOm

— Jacob's Creek Wine (@JacobsCreek) January 18, 2016

Comment

This campaign follows on consistently from last year’s work from Jacob’s Creek at the Australian Open (see case study).

The 2016 films are varied: while the longer ones have some form of authentic emotional connection, the shorter ones seem like fairly standardised add-ons – perhaps just to reference various other Jacob’s Creek markets beyond its home Australia.

Perhaps the creative will struggle to cut through; after all, Djokovic is simultaneously fronting several other Australian Open activations such as ANZ’s #HeadBandsForGood (see case study).

Links

Jacob’s Creek YouTube:

https://www.youtube.com/user/JacobsCreekWine

Jacob’s Creek Website:

http://www.jacobscreek.com

Jacob’s Creek Twitter:

https://twitter.com/JacobsCreek

Jacob’s Creek Facebook:

https://www.facebook.com/jacobscreek

Australian Open Website

http://www.ausopen.com/

Australian Open TV YouTube