2012 for me included pitching for the Brown Brothers account, and after successfully bringing the account on board, being appointed the accounts creative lead. It was a brief that asked for a specific departure for the brand. The 'We're a Curious Bunch' campaign was designed to remove the dust from the label and instantly modernise the brand. The creative includes an interactive projection cinema spot, a social media campaign that rewarded the ‘curious’ and hidden experiential event.
Interactive Projection - 45 sec Cinema Commercial
This cinema spot uses the same interactive technique as the event. The actors engage with the projections in a choreographed live performance seeming to move the imagery before them. As the drama unfolds the viewer is treated to fantastical storyline proclaiming Prosecco as the catalyst for adventure, for those who are curious enough. With a similar 'Alice in Wonderland' feel to the event the ad visualises how Prosecco can transport you where ever your imagination leads you.
This cinema spot uses the same interactive technique as the event. The actors engage with the projections in a choreographed live performance seeming to move the imagery before them. As the drama unfolds the viewer is treated to fantastical storyline proclaiming Prosecco as the catalyst for adventure, for those who are curious enough. With a similar 'Alice in Wonderland' feel to the event the ad visualises how Prosecco can transport you where ever your imagination leads you. This cinema spot uses the same interactive technique as the event. The actors engage with the projections in a choreographed live performance seeming to move the imagery before them. As the drama unfolds the viewer is treated to fantastical storyline proclaiming Prosecco as the catalyst for adventure, for those who are curious enough. With a similar 'Alice in Wonderland' feel to the event the ad visualises how Prosecco can transport you where ever your imagination leads you. This cinema spot uses the same interactive technique as the event. The actors engage with the projections in a choreographed live performance seeming to move the imagery before them. As the drama unfolds the viewer is treated to fantastical storyline proclaiming Prosecco as the catalyst for adventure, for those who are curious enough. With a similar 'Alice in Wonderland' feel to the event the ad visualises how Prosecco can transport you where ever your imagination leads you.
Hidden Vineyard - Experiential Event
The Hidden Vineyard was a live, fully-interactive event that saw Milawa, the home of Brown Brothers Wine, brought to the heart of the city. But, in keeping with the new brand positioning, it's location would only be revealed to the truly curious. Potential guests would first encounter promotional posters in alleyways and teaser Prosecco corks leading them online. Then they would prove themselves worthy of being placed on the guest list by solving puzzles and uncovering a number of clues on Facebook. Once they had followed the digital trail the location of the Hidden Vineyard was disclosed to them.
It was here their curiosity was rewarded. Pulleys lowered picnic baskets filled with gourmet fare. Sample bottles were nestled inside hollowed out tree trunks. Real props were merged seamlessly with 3D interactive projection wall to totally immersed guests into the world of the Brown Brothers vineyard. The leaves on the projected vines moved in the manufactured breeze as guests moved closer to them. The animated scene was completed with swarms of colourful butterflies, a troupe of hot air balloons float off in the distance, even the Brown Brothers themselves walking though the vines - all of which interacted with those curious enough to approach them. And a ceiling filled with replica apple trees and rows of vines were hung overhead like a canopy to disguise the line between fantasy and reality.
Custom-built lighting design and temperature control simulated a perfect country day, from dusk until dawn. The 4D nature of the projections meant that curious guests could interact with its elements - part vines, startle birds and even try to pick grapes themselves. Audio further enhanced the experience by replicating the serene sounds of the Milawa countryside. Finally, the venue was filled with the authentic scents of the vineyard such as freshly cut grass, flowers and citrus.
The event created a full sensory experience reminiscent of a visit to the Milawa winery on a perfect summer's day creating the perfect drinking occasion for Brown Brothers Prosecco.
Route Specific Tram Wrap
A custom wrapped tram ran on the route closest to the Hidden Vineyard during the course of the event. The free onboard Wifi could be used to receive clues of the mystery location.
