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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Whitehaven Wine Raises a Glass to Fresh Perspective

13/07/2022
Marketing & PR
New York, USA
173
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Red Tettemer O’Connell + Partners campaign invites consumers to explore refreshing possibilities

Looking for a 'Fresh Perspective' on life? Should you listen to the philosophy of a white wine? Possibly. Founded by two adventurers who gave up everything to sail around the world – it was this new course in life that inspired them to create the refreshing, bold taste of Whitehaven Sauvignon Blanc. 

Whitehaven has teamed up with independent creative agency Red Tettemer O’Connell + Partners (RTO+P) to debut a new campaign launching across key national markets, inviting us to stay open to refreshing possibilities. 

At the centre is a 30 second spot, 'Raise a Fresh Perspective' which sets the tone for the campaign through striking black & white visuals – introducing the brand’s founding philosophy and point of view on life to dive in and live on your terms. 

Several 15 second spots round out the campaign celebrating the New Zealand origins of the wine, the founders’ story centred on adventure and the wine’s distinctive taste. The campaign includes digital video, social, and OOH executions and will also be supported by local experiential event activations.

The work was shot by award-winning Mexican director Lorena Orraca of Home Films Mexico, who is behind commercials for the likes of Pacifico, Quaker and more. Shot across Mexico City and Baja California, the spots were created as a mood film versus a typical wine commercial; shot purposefully in black and white except the wine scenes which appear in colour to bring to life the vibrancy and boldness of Whitehaven.

Whitehaven is the third largest Sauvignon Blanc in the US. Over the last four years, it has continued on a path of strong growth – increasing sales by almost 20% in 2021. Whitehaven prides itself on its 100% Marlborough sourcing and its recognised taste. Over the last three vintages, Whitehaven has received 90+ point scores including from Wine Spectator, Wine Enthusiast, and Wine Advocate. 

Giles Woodyer – vice president and assistant general manager, “We are delighted to be able to share the story of Whitehaven, which not only has a highly appealing and unique bold taste, but has always embodied the spirit of adventure of our founders, who’s idea and philosophy for this iconic wine came as they sailed together across the Pacific Ocean.”

Steve Red, president and Co-CCO at RTOP, “This campaign was a full year in the making, and while specific language shifted over the months, the core idea remained true. We were inspired by the immense opportunity for possibility, and you can see how that translated in the resulting films. When you open up your mind to the possibilities of life you can create amazing work; over three days in Mexico we shot in close to 15 locations, with motorcyclists, horseback riders, stunts and drones – the production truly embodied the ethos of the brand and campaign itself.”

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