The campaign came to life with Cashmere Agency in the US, Mindshare, Wunderman Thompson and Revolution360 Street Posters.
Treasury Wine Estates has taken the launch of its latest varietal, 19 Crimes Snoop Cali Red, to the streets with an interactive campaign in collaboration with renowned Californian icon, Snoop Dogg.
The campaign was created by Cashmere Agency in the US with regional roll out of the campaign led by Mindshare and Wunderman Thompson.
Revolution360 Street Poster sites formed part of the out-of-home mix to reach the brand’s target market using a cost-effective, highly-visible urban platform with a twist.
Running across high pedestrian-traffic locations in Sydney and Melbourne, Revolution360 Street Posters have motion-activated audio so audiences will hear the recognisable dulcet tones of Snoop Dogg as they pass by campaign sites.
“This has been an incredibly innovative campaign to work on. At Revolution360, we are always looking for ways to disrupt and create impact in the out-of-home space, and this campaign ticks all those boxes," Revolution360 VIC head of sales Josh Fitzgerald says.
"The team has done a great job so I’m really excited to see (and hear!) this one on the Street Poster network."
The creative approach sought to tap into Snoop Dogg’s image as a culture creator, innovator and leader in pop culture to drive engagement and impact, adding another sensory aspect to traditional out-of-home.
“19 Crimes Snoop Cali Red needed to be disruptive and different from what we’ve done before," Treasury Wines ANZ marketing and category director Ben Culligan says.
"We wanted to do something that would capture the audience’s attention in a quirky and memorable way. Revolution360 has successfully helped us bring this concept to life."
The campaign will be live until mid-June.
Credits
Client: Treasury Wine Estates – 19 Crimes
ANZ Marketing and Category Director - Ben Culligan
Creative
Media: Mindshare
Creative: Cashmere Agency US & Wunderman Thompson Australia
Street Poster Provider: Revolution360
