I work with several brands at Treasury Wine Estates. The most premium - Stags’ Leap - was in need of a new brand platform that would better differentiate it in the category and speak to consumers in a real way. We developed the “Take the Leap” platform based on the emotional truths of where our drinker sees themselves in culture and their ambitions to be at the head of the pack, taking risks and moving things forward.
To speak to this story, we worked with several renowned artists to illustrate the Stag literally leaping off the bottle and into distinct worlds meant to represent different leaps that our drinks might take in life. The campaign launched across all touchpoints with a Key Visual teasing the worlds and a series of films, each celebrating one of the three worlds we produced for the initial launch.
