Matthew Miller
Nov 29, 2016

Vinomofo set to go global with irreverent take on wine

New campaign through Saatchi & Saatchi Melbourne will expand to Singapore, US and UK.

Client: Vinomofo

Agency: Saatchi & Saatchi Melbourne (with Robbers Dog and Match Media)

Market: Australia and New Zealand (already launched), Singapore (6 December), US and UK (in 2017)

Name of campaign: Decide

Campaign scope: TV, cinema, performance social, programmatic content, national outdoor.

Official quotes:

Mark Cochrane, MD, Saatchi & Saatchi Melbourne:

As Australia’s most progressive wine curation company, everything comes back to Vinomofo’s taste and the insight that ‘it’s our decisions in life that define us’. ... 'Decide' gives Vinomofo a platform to further disrupt the category and connect with new markets.

Andre Eikmeier and Justin Dry, founders and joint CEOs, Vinomofo:

The campaign was never designed just to sell more wine. More so, to help people meet the brand and join a global tribe of like-minded individuals with a shared way of living life; being a bit adventurous, not afraid to step up, care more and do some good. We think the result is epic and are already super pleased with the feedback from the 6.5m+ online views.

Campaign Asia Pacific comments: While the quote above may sound like everyday marketing blah blah, the brand actually has a well-articulated ethos and claims to have a "tribe" of 350,000 "mofos" in Australia. The videos don't do any heavy lifting in terms of how Vinomofo works or its benefits, but as the brand is constructed as a social media-based community, word of mouth is far more important than traditional marketing anyway, so an entertaining epic is a fitting introduction to the company's spirit. Frankly, the name Vinomofo is probably as important as any brand film; it encapsulates the brand's character so perfectly that we were surprised to read it was kind of an accident.  

If you're interested, there's an even epic-er version of the above epic film:

And a 15-second version:


Director: Adam Stevens
Producer: Mark Foster
Production House: Robbers Dog
DOP: John Toon
Editor: Tom Eagles, The Butchery
Colorist: Edel Rafferty, Method Studios
Online: The Refinery
Sound Design: Colin Simkins, Gusto Studios
Music composition: Sean Peter, Autopilot Productions

Saatchi & Saatchi Melbourne
Group Creative Director: Leon Wilson
Associate Creative Director: Tom Wenborn
Copywriter: Sam Harris
Senior Account Director: Milly Scott
Client Services Director: Rebecca Robertson
Senior TV Producer: Jo Alach
Executive TV Producer: Kate Gooden
Director of Strategy: Alex Speakman
Senior Art Director: Tim Yates              
Senior Designer: Lillian Cuts           
Senior Digital Designer: Scott Thomsen 

Co-founders & Joint CEOs: Andre Eikmeier & Justin Dry
Art Director: Adam Trovarelli   
Head of Marketing: Kip McMillan       
Digital Marketing Manager: Kate Burley
Media Planner: April McAloney  

Match Media
Client Partner: Garth Moring
Client Planner: Bri Nottle

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