Our decisions define us

Vinomofo believe wine shouldn’t be about ‘bow ties and bullshit’… it should be about having fun and trying new things. Challenging conventions, questioning the orthodoxy and making your own decisions. As a result we landed on the campaign platform that ‘it’s our decisions in life that define us’. To execute against this it would have been easy to do the old chestnut of making a manifesto film, but taking onboard the mantra of questioning convention we decided to subvert the manifesto genre by seeing what would happen if someone found the manifesto message to be so compelling as to actually act upon it. The film was accompanied with a large format outdoor campaign as well as a comprehensive digital retargeting media strategy.

Agency: Saatchi & Saatchi, Melbourne

Role: Group Creative Director