A Premium Barossa Ink Shiraz and Cabernet Sauvignon each intertwined with a touch of fortified wine.
Grant Burge’s latest release to the INK range boasts a Premium Barossa Ink Shiraz and Cabernet Sauvignon each intertwined with a touch of fortified wine, creating a liquid velvet sensation which was brought to life through a campaign by Content Hustlers.
Accolade Wines commissioned the campaign to evoke the feeling of mystery and exploration and bring to life an essence of being enveloped in a moment.
The multi layered campaign creates an element of mystery through custom designed live projection, captured in stills and motion.
Luke Algar, head of digital ANZ at Accolade Wines, said the team wanted a campaign that would break the mould and deliver cut through, in what can be a very cluttered category.
"In a world saturated with ordinary, Midnight Ink by Grant Burge dares to be extraordinary, and we feel the creative beautifully demonstrates this to the world," he said.
The Content Hustlers food and beverage studios in West Melbourne were stripped back to a blank space of white plinths and set shapes to create the canvas for the projection work to build the element of space from.
Content Hustlers creative director, David Vale, said it was important for the concept to use real light and projection rather than a CGI or digitally designed image to ensure it felt raw and genuine.
"We even thickened the air with smoke and manipulated the light with custom cutters to make sure we didn’t alter the legitimate nature of the creative concept," said Vale.
The concept was brought to life by Melbourne artist Brendan Cann Curran who created the bespoke projection work and sound design. “
Cann Curran said he wanted to breathe life into a commercial message.
"And to represent the feeling of being caught in a moment, in an experience," he said.
The campaign compromises of a range of executions and has been rolled out nationally across all digital platforms.
Credits:
Client: INK by Grant Burge – Accolade Wines
Creative Agency: Content Hustlers
Creative Director: David Vale
3d Design, Projection and Sound Design: Brendan Can Curran
Photography: Ryan Wheatley
Videography: Mark Kobakian Video campaign: https://vimeo.com/manage/videos/856721508
