A deeper connection between the brand and its home in Tasmania.
Winery Devil’s Corner earlier this year invited Australians to discover its unique home on Tasmania’s rugged east coast through its ‘Meet you at Devil’s Corner’ campaign.
Now, in partnership with creative agency Interweave Group, the next chapter of the story unfolds, designed to drive greater awareness, and foster a deeper connection between the brand and its home in Tasmania.
This follows the adventures of six travellers – all winners of the Devil’s Corner Lost Shipment consumer promotion (March 2022).
The ‘Amazing Race’ style adventure saw three teams spend nine days immersing themselves in the Apple Isle’s wild landscape, participating in activities across Tasmania’s four corners. The prize-winners’ experiences were captured to deliver authentic content for the campaign.
Dan Cookson, executive Cceative director at Interweave Group, said: “The greatest challenge in capturing the inimitable essence of Tasmania — for a brand with such a distinct relationship to place as Devil’s Corner — was to ensure that it didn’t feel like a glossy tourism campaign. Working with real people — literal prize winners — was the unexpected key to unlocking authentic, lived experiences that capture the unique and unexpected tensions at the heart of the place, and the brand.”
The multi-channel campaign is running nationally from August through to October across OOH, digital, catch up TV, YouTube, social media, point of sale and an exciting partnership with the Nine Network. In partnership with Nine, a series of content executions will be created to amplify, excite and drive buzz around the new Masterbrand campaign as well as promoting Tasmania as a travel destination.
Credits:
Group Marketing Manager: Emma Brown
Senior Brand Manager: Tarynn Barrie
Agency: Interweave Group
Executive Creative Director: Dan Cookson
Creative Strategist: Amber Groves
Producer: Sheridan Wadelton
Production Company: Safari
Director: Nigel Camilleri
Sound Production: Soundwaves
