Australian wine label St Hubert’s The Stag has partnered with environmental restoration company AirSeed to release an innovative creative campaign.
The partnership sees St Hubert’s The Stag committed to planting 100,000 seed pods via AirSeed’s advanced drone technology, to an area of Australia impacted by extreme weather condition and the effects of climate change.
The pods will be planted across 2023 at Victoria’s Winton Wetlands - the largest wetland restoration project in the Southern Hemisphere, and the shoot location for the creative campaign.
Ben Culligan, marketing and category director for St Hubert’s The Stag’s parent company, Treasury Premium Brands, said with their roots quite literally embedded in agriculture, it’s crucial as an industry it does what it can when it comes to preserving the Australian landscape.
"St Hubert’s The Stag has long had a focus on the wilderness, so the opportunity to partner with a company such as AirSeed was a natural fit," said Culligan.
Together, we’re committed to helping rewild some of Australia’s most fragile ecosystems and we’re incredibly proud to help champion AirSeed’s vital work."
To mark the partnership, biodegradable, seed-planting billboards were created, featuring in the launch film from Treasury Wine Estates’ in-house creative agency, Splash.
Created in collaboration with The Glue Society, the biodegradable Adshels contain AirSeed pod technology, designed to break down and plant a species of flora suited to the surrounding environment.
Tom Opie, creative director of Splash TWE, said the team looked to promote the partnership in an impactful way that’s true to the environmental cause.
"It’s been a rewarding project to bring to life, while bolstering awareness for AirSeed’s meaningful work," said Opie.
Jonathan Dawe, AirSeed’s business development executive said he was excited by the message the campaign communicates to consumers and businesses alike.
“This partnership acts as a positive signal to the market about environmental restoration and it’s a pleasure to tell that story alongside St Hubert’s The Stag," said Dawe.
"An innovative communication, the campaign educates consumers about the significance of our work and showcases that every AirSeed pod we plant contributes to something bigger."
Complementing the campaign, St Hubert’s The Stag has unveiled updated packaging, integrating the partnership message, including a QR code for consumers to scan and learn more.
The refresh also introduces a lighter weight bottle, helping to minimise the company’s carbon footprint – a considered step the label hopes to build on going forward.
St Hubert’s The Stag wines are available from leading liquor retailers nationwide.
Credits:
Client: Treasury Premium Brands
Senior Brand Manager: Kaushik Lal
Brand Manager: Annie Cummins
Director Marketing & Category: Ben Culligan
Head of Consumer Marketing & Wine Clubs: Nick Powell
Senior PR & Partnerships Manager: Katheryn Lawson
Agency: Splash TWE
Creative Director: Phil van Bruchem
Creative Director: Tom Opie
Design Lead: Marni Burger
BTS Videographer: Louie Symmons
Producer: Karley Cameron
Agency Director: Elsa Beaumont
Head of Operations: Faye Collay
Senior Manager, Digital Media: Ben Oliver
Production Company: Revolver
Directing Collective: The Glue Society
Director: Paul Bruty
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Max Horn Production
Designer: Aaron Crothers
Editor (The Glue Society): Luke Crethar
Grade & Online: ARC Edit
Sound: Rumble Studios
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