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Barossa, South Australia: Be Consumed
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kwp! encourages people to be consumed.
Following the unprecedented success of the Kangaroo Island campaign for their client South Australian Tourism Commission’s, KWP! has launched a new national campaign for Barossa. The cinema and television is directed and shot by Jeffrey Darling and backed by the Nick Cave & The Bad Seeds’ track Red Right Hand. The campaign captures the raw, authenticity of the famed wine region, but goes well beyond wine to showcase all the flavours of the Barossa through its extraordinary array of produce. Jeff Darling said, " After Kangaroo Island, it was fascinating to revisit the tourism genre, to open up the language and to bring out the soul of another, very different place. The approach was to bring out a sense of vitality, heritage and for me this frontier sense that is borne out of its producers and the experience of spending time there. It has been a great collaboration between the agency, kwp!, myself and a client in David that is engaged and has a strong opinion and is able to support the vision." “Two things set this region apart from all other wine districts” says KWP! Creative Director, James Rickard, “the people and the dirt. It’s a very tight knit community of passionate wine and food artisans and their connection with the unique soil that combines to create such exceptional products. It’s that relationship we wanted to capture. For people who thought they knew Barossa, it’s time to think again. For those who are part of the rapidly growing culinary tourism sector and seeking quality, authentic and handcrafted foods of provenance, Barossa and indeed South Australia are the destination.” This fully integrated, multi-channel campaign launches on June 2 and was entirely planned and bought by KWP!-Ikon Adelaide, one of, if not the only, in-house media department in Australia.
Account Team: John Baker, Tristan Glover Related
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