The campaign is running on TV, digital and social channels.
Cellarbrations' latest campaign, created by Channel T, features Paul the Cellarbrations owner and a couple Tom and Cass, who’ve recently moved into the area.
Each episode in the series brings to life the evolving relationship Paul has with his customers, as he recommends just the right drop that each occasion calls for.
“The story of Tom and Cass is one many Australians will identify with - first home, new neighbourhood, new people," Channel T executive creative director Pete Cerny says.
"But the charm of the campaign comes through its appreciation of the little moments and interactions in life, and those we share them with. In Tom and Cass’ case it’s shared through their growing friendship with their local Cellabrations owner, Paul. And friendships are always best paired with the right drink for the occasion (onya Paulie!)”
The brand campaign follows the development of a new brand positioning and strategy created by Channel T and ALM, and launches the new creative platform ‘That calls for Cellarbrations’.
The campaign, running on TV, digital and social channels, features a beautifully crafted acoustic version of Kool & the Gang’s Celebration, covered by legendary Australian musician, Pete Murray.
"We are super excited to bring this campaign to life for Cellarbrations," Australian Liquor Marketers GM marketing Josh Gaudry says.
"It is aligned with our overarching strategy of building the brand through a balance of short term tactical marketing together with long term brand building. I'm looking forward to seeing how this relationship unfolds over time."
Credits
Creative Agency: Channel T
Executive Creative Director: Pete Cerny Creative Director: Tim Bishop
Creative Director: David Joubert
Writer: Paul Suters
Managing Director: Lisa Ramsey
Group Account Director: Andrew Grey Producer: Sue Hind
Client: Australian Liquor Marketers
GM Marketing: Josh Gaudry
Senior Marketing Manager: Jacqueline Ling Media Agency: Starcom
Business Director: Michael Black
Account Director: Sam Smedley
Account Manager: Sisse Marcussen
Group Investment Director: Rebecca Ho Production Company: Finch
EP: Loren Bradley
Director: Derin Seale
Producer: Cath Anderson
DOP: Ross Giardina
Editor: Drew Thompson, Arc Edit
Sound Designer: Saul Gillingham
Sound Studio: Song Zu
Music: ‘Celebration’ Written by Kool & The Gang and Performed by Pete Murray Licensed Via: Sony/ATV Music Publishing Australia
Music Supervision: Alyce Guy, Shoop Sync
Casting: Stevie Ray - MacGregor Casting
