The Australian wine brand Taylors Wines, an official partner of the Wallabies nation rugby union side, has launched a new campaign leveraging the Bledisloe Cup and which takes a tongue-in-cheek approach activation.
Launched as Australian Rugby takes on rivals New Zealand for the annual three game series, the creative pokes plenty of fun at wine tasting pretentiousness and also at the frequent lack of synergy between sports sponsors and their properties.
The films are fronted by Aussie players including wing Curtis Rona, lock Rob Simmons, prop Tom Robertson and flanker jack Dempsey.
This parody aims to use the sponsorship to further open up the wine category to broader audiences (and also to appeal directly to rugby fans in general and Wallaby supporters specifically).
The videos, which were produced by Infinity Squared and director Nicholas Boshier, include a hero 70-second commercial,
as well as shorter spots,
were posted through August and promoted across the brand’s online platforms including YouTube,
Twitter,
How does this food pairing thing work? We tested the guys from the @qantaswallabies in our Guide to Wine-ing in the lead up to the first Bledisloe Cup match. Find out more at https://t.co/ZlbC6mNCqb pic.twitter.com/lERUQHSQrM
— Taylors Wines (@Taylors_Wines) August 14, 2018
All videos have been created native for both skippable and non-skippable digital and social environments.
The spot series is supported with additional tournament relevant content amplified across the brand’s social channels,
Hard week for the Government & the Wallabies but I think both can move forward & improve performance @qantaswallabies @winefed @AFFWine @AustraliaGov @drinksasn @drinkstrade @TurnbullMalcolm @ScottMorrisonMP https://t.co/aghreTAyff
— Taylors Wines (@Taylors_Wines) August 24, 2018
The campaign was produced by Infinity Squared with the spots helmed by Nicholas Boshier, the DOP was Tony Luu, the copy writer was Cameron Brown, the producer was Honae MacNeill and the editors were Cameron Drew and Ben Zemanek.
Comment:
This activation deliberately pokes fun at the synergy gap between rugby players and wine connoisseurs.
It suggests that while the sponsor knows plenty about wine, it doesn’t know too much about Australian rugby and the rights-holder and players know a lot about rugby but little about wine.
This is a playful parody of the high falluting sometimes seemingly pretentious, world of wine appreciation.
Links:
Taylors Wines
www.taylorswines.com.au/wallabies
https://www.taylorswines.com.au/
https://www.youtube.com/user/TaylorsWinery
https://www.instagram.com/taylorswines
https://twitter.com/taylors_wines
https://www.facebook.com/taylorswines/
Infinity Squared
