2 of Amerikaz Most Wanted.
Cali by Snoop Dogg is releasing the Kingz of Cali - a limited-edition release built around a tribute to Tupac Shakur, marking 30 years since the launch of their single, ‘2 of Amerikaz Most Wanted’ in a campaign via Treasury Wine Estates’ (TWE) in-house creative agency Splash.
“It’s hard to believe it’s been 30 years since Pac and I got together to make ‘2 of Amerikaz Most Wanted.’ Nobody did it like us, and I can’t think of a better way to honor his legacy than with a drink,” said Snoop Dogg.
“This wine is perfect for celebrating with loved ones, and I’m looking forward to the people pourin’ a little out with me for my friend.”
Splash led the creative from end to end, from label design and brand world, through to campaign idea, film, and rollout.
“It’s been an absolute privilege to work with Snoop Dogg and the Tupac Estate to develop a wine celebrating this historic collaboration, and worthy of two of Hip Hop’s greatest Icons,” said Treasury Wine Estates senior vice president of brand, innovation and partnerships, John Wardley.
“The 'Cali by Snoop' range has always pushed the boundaries of traditional wine culture. We are proud to honor Tupac and Snoop's legacy with a truly unique wine.”
This is Splash’s first global campaign.
The campaign launches March 11 in Australia across OOH, social, augmented reality and film.
“This campaign represents a step change for Splash. As our first global launch, we owned every aspect - from strategy through to creative, production and label design - bringing creativity closer to the business than ever before. We’re incredibly proud of the result,” said Splash director Elsa Beaumont.
The film was produced in partnership with Guilty and directed by Christopher Tovo.
“This campaign presents a more intimate, reflective side of Snoop, trading swagger for vulnerability as he revisits memories of his close friend and collaborator. Authenticity guided every decision and detail - from label design and scripting through to styling and music composition,” said Splash creative director, Phil van Bruchem.
Credit List
Splash (IHA Treasury Wine Estates)
Director: Elsa Beaumont
Creative Director: Tom Opie
Creative Director: Phil van Bruchem
Design Director: Marni Burger
Head of Business Management: Hayley Sparshott
Project Directors: Elyse Paone / Claire Yencken
Art Director: Britt Manning
Copywriter: Eliza Katsourakis
Senior Designer: Matt Ebeling
Social editor: Maddy Bos
FA/Retoucher: Aaron Wood
Client (Treasury Wine Estates)
Managing Director: Angus Lilley
GM Marketing Strategy and Insights: Adele Felsch
Senior VP, Brands, Innovation and Partnerships, US: John Wardley
Head of Global Brand and Innovation, US: Fernanda Lopes
Global Innovation and Partnerships Manager, US: Courtney Lee
Global Brand Director, Cali By Snoop, US: Jon Solimando
Strategic Communications Leader, US: Susan Whitman Bell
Strategic Communications, US: Mariel Dozer
Brand Management, US: Oliva Prewitt & Gita Deshpande
Brand Management AU: Georgie Ingram
Marketing Manager, Shopper ANZ: Annie Cummins
Marketing manager Digital & Social: Ari Wytwornik
Production Company: Guilty
Director: Christopher Tovo
Producer: Jason Byrne
DOP: Calum Riddell
Stills Photographer: Christopher Tovo
Digital Operator: Jake Lowe
Stills Retoucher: SheTouch
Producer: Sheridan Wadelton
Production Manager: Jack Davies
Editor: Richard Hamer
Online/VFX: Jon Holmes
Colourist: Edel Rafferty
US Production: M*Star Studios
Producer: James Rohan
B - Cam Content: Sam Russo
Sound: Bang Bang
Sound Design/Composer: Sam Hopgood
Executive Producer: Holli Dee
Director: Polly McGregor
PR
US: The Romans & Brianne Pins
AU: Common State
Label
Illustration & Craft: T&DA (Technology & Design Agency)
Label Design & Artwork: Clay Andrews
