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There's Nothing More Insulting than the 'F Word' in Campaign for Wine Brand Penfolds

Wunderman Thompson Australia launches 'Meet Extraordinary' brand platform

There's Nothing More Insulting than the 'F Word' in Campaign for Wine Brand Penfolds

Penfolds has revealed a new global communications campaign, created in partnership with 11-time Emmy nominated director Patrick Clair and Wunderman Thompson Australia. Clair’s famed directive style brings to life the emotive sentiment of the new Penfolds ‘Meet Extraordinary’ brand platform by injecting poetic imagery with rich symbolism to create meaningful and arresting content.

This is the first global TVC Penfolds has produced in years and showcases a series of personal and historic moments that embody pushing through ordinary, to meet extraordinary. Leading the global rollout is a new 30-second TVC that will be supported in all markets around the world.

Wunderman Thompson Australia global business director, Paulina Embart reflected on the new campaign: “The new global brand platform was born of unearthing the truths hidden in the incredibly storied history of the Penfolds brand. One filled with innovation, creation and relevant truths to today’s consumer. Taking the core DNA strand of self-belief that lives within the 176-year-old brand led us to a repositioning and new brand idea.”

Penfolds global marketing director, Kristy Keyte said: “We are excited to launch Penfolds new Meet Extraordinary communications platform to the world. We hope this platform connects to the deep emotional values of our consumers around the world, to feel empowered to put into effect the strength of their own convictions. Because if you never push beyond ordinary, you never meet extraordinary."

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Agency: Wunderman Thompson

National Chief Creative Officer: Simon Langley

National Chief Strategy Officer: Angela Morris

Creative: Kat Thomas

Creative: Nick Doring

Designer: James Ayling

Head of Production: Jackie Archer

Senior Print Producer: Emma Donaldson

Global Business Director: Paulina Embart

Engagement Lead: Rose Suys

Senior Engagement Manager: Anna Parker

Global CMO, Treasury Wine Estates: Angus Lilley

Global Marketing Director, Penfolds: Kristy Keyte

Global Content and Media Manager, Penfolds: Anna Curtin

Global Marketing Manager, Penfolds: Bo Jakubenko


Production Company: Sedona Productions

Director: Patrick Clair

Executive Producer: Kim Wildenburg


Animation House: Assembly

Creative Lead: Jonny Kofoed

Producers: Helen Naulls and Clare Bone

Sound Design & Mix: Rumble Studios

Category: Alcoholic Beverages , Wines

Genre: Dialogue