Client: Treasury Wine Estates
Client: Treasury Wine Estates
Creative Strategy • Creative Direction • Art Direction
Creative Strategy • Creative Direction • Art Direction
Lot.518 Launch
Lot.518 Launch
Lot.518 Launch
Background
Treasury Wine Estates faced the challenge of launching a unique red wine infused with Chinese baijiu in a market dominated by the traditional baijiu category. To successfully introduce this product, they needed a powerful advertising campaign that could leverage the prestige and luxury of the Penfolds brand to capture market share from established baijiu competitors. Additionally, the campaign needed to elevate Penfolds’ reputation as an innovative leader within the wine industry, appealing to both luxury consumers and those seeking bold new experiences.
Background
Treasury Wine Estates faced the challenge of launching a unique red wine infused with Chinese baijiu in a market dominated by the traditional baijiu category. To successfully introduce this product, they needed a powerful advertising campaign that could leverage the prestige and luxury of the Penfolds brand to capture market share from established baijiu competitors. Additionally, the campaign needed to elevate Penfolds’ reputation as an innovative leader within the wine industry, appealing to both luxury consumers and those seeking bold new experiences.
Solution
Together with the strategist, we developed the creative proposition 'It's Your Time,' a message that seamlessly aligned with Penfolds' legacy of innovation and resonated with the forward-thinking spirit of modern Chinese consumers. This proposition celebrated those who are unafraid to rewrite the rules in pursuit of extraordinary achievements.
My team and I crafted a narrative that embodied strength and persistence in the pursuit of one's dreams, without the need for aggressive posturing. We brought this vision to life by featuring award-winning Chinese actor Duan Yihong, using his personal journey as a powerful vessel to convey our message. The TVC was executed with a treatment that portrayed him in constant forward motion, serving as a metaphor for the innovative spirit that defines both Penfolds and its audience.
Solution
Together with the strategist, we developed the creative proposition 'It's Your Time,' a message that seamlessly aligned with Penfolds' legacy of innovation and resonated with the forward-thinking spirit of modern Chinese consumers. This proposition celebrated those who are unafraid to rewrite the rules in pursuit of extraordinary achievements.
My team and I crafted a narrative that embodied strength and persistence in the pursuit of one's dreams, without the need for aggressive posturing. We brought this vision to life by featuring award-winning Chinese actor Duan Yihong, using his personal journey as a powerful vessel to convey our message. The TVC was executed with a treatment that portrayed him in constant forward motion, serving as a metaphor for the innovative spirit that defines both Penfolds and its audience.
90sec TVC
90sec TVC
Behind-the-scene
Behind-the-scene
Key Visual 1
Key Visual 1
Key Visual 2
Key Visual 2