In the Adelaide Hills.
Vinarchy is celebrating wine lovers in its Petaluma campaign via HSLR Creative Productions.
“This was never about a simple creative refresh… ‘Delight is knowing’ is anchored in a very clear strategy,” said Vinarchy marketing director, Amy Darvill.
“It leans into Petaluma’s precision and provenance, but expresses them in a warm, welcoming way.
“It gives us the breadth and scale to appear consistently in broadcast, digital, in store and at the table, with a point of view on premium wine that feels both modern and enduring."
The Adelaide Hills provided both the setting and the creative spark for the campaign.
“We wanted to ground Petaluma in a feeling, this sense of ‘delight’, and there’s something so inherently delightful about where it comes from,” said HSLR founder and creative director, David Vale.
“So for us, shooting in the Adelaide Hills wasn’t just an authentic way of capturing provenance, but communicating this delight through a fun, luminous explosion of yellow; everything conventional wine ads are not."
‘Delight is knowing’ launches across BVOD, OOH, YouTube, digital and social.
Vinarchy marketing manager of content and creative, Luke Algar, said the campaign honours the people who have loved these wines for decades and at the same time invites more drinkers into a universe that rewards attention, discernment and curiosity.
“There is a particular kind of glow that comes from sharing good taste with people who appreciate the details,” said Algar.
“Petaluma has long been a favourite of those in the know, and ‘Delight is knowing’ gives that insider understanding a clear and distinctive world to live in… This is not a one-off campaign for us.
"It is a considered investment in building a coherent Petaluma brand world over the next few years, consistently and creatively, across every channel.”
Credits
Brand: Petaluma, Vinarchy
Agency: HSLR
Creative Director: David Vale
Design Director: Kristy Buchanan
Production Director: Genya Mik
Director: Max Greenstein
DOP: Marcus Cropp
1st AC: Harry Huggins
Videographer: Angus Downer
Photographer: Alice Hutchinson
Social Photographer: Bri Hammond
Gaffer: Nic Datsun
Grip: Jock Downer
Digi Ops: Rohan Stanley
Art Director: Hannah McGuinnes
Designer: Katja Vella
Copywriter: Souha Intani
Stylist: Karen Evans
Stylist: Sacha Kann
Wardrobe: Melanie Billings
Hair & Make Up: Mandy Khalil
Production Assistant 1: Alexandra Carter
Production Assistant 2: Ellen Holt
Location: Scenic plains, north-east of Adelaide, South Australia
