.png)
Production, Content Creation, Digital Strategy, Media Buying
Penfolds
Capturing new audiences with a fresh luxury perspective
The
BACKGROUND
Penfolds set out to captivate a new wave of trendsetters while reaffirming its place among seasoned luxury wine enthusiasts.
Showcasing its iconic Bin 389, Bin 600, and Bin 28 wines, the campaign balanced bold storytelling with sophisticated aesthetics, engaging “New Luxurian” and wine connoisseur audiences alike.
The
STRATEGY
We crafted and produced original content that seamlessly combined Penfolds’ legacy with modern luxury, creating an elegant yet approachable narrative. From striking videos to rich digital visuals, each asset reflected the brand’s premium identity while connecting with contemporary audiences.
This omnichannel campaign reached our target wine enthusiast and new trendsetter audiences across touchpoints, emphasising Penfolds’s luxury bonafides through high-impact storytelling.