Kim Crawford Wines Taps Famed Fashion Photographer Miles Aldridge to Shoot New Advertising Campaign Live Amidst Interactive Art Event
SAN FRANCISCO, April 9, 2012 /PRNewswire/ — Kim Crawford Wines, producer of an award-winning portfolio of New Zealand wines and established leader of luxury-priced Sauvignon Blanc, announces its 2012 nationwide advertising campaign launching this summer and featuring the provocative tagline “Undo Ordinary.” Highly-acclaimed photographer, Miles Aldridge, photographed the unprecedented campaign live during Kim Crawford’s one-night-only art experience at New York City’s Cedar Lake Studios on Thursday night. In the spirit of spontaneity, invitations to the art event, titled “Undone,” were disguised as an evening exhibition showcasing the famed photographer’s work. Guests soon learned that the event was more than just an opportunity to view art–it was a chance to become it. Pulled from the party and onto elaborate sets, guests were featured in the very art they came to see. Attendees entered as partygoers and left as stars of Kim Crawford’s 2012 advertising campaign.
“Shooting a campaign in the midst of a live event is a challenge, but also an idea that intrigued me,” said Aldridge. “My plan was to shoot a series of specially designed sets and scenarios that evoke the playful side of the brand. The intent was to leave the door open for any spontaneous inspiration from the party guests to create surprising and original campaign imagery.”
The Kim Crawford “Undo Ordinary” campaign defies the traditional conventions of wine advertising and lives up to the playful and rebellious roots of Kim Crawford’s founders. Incorporating vibrant colors, whimsical imagery and high-fashion photography, the result is a look and feel that is premium, confident and unexpectedly bold. In an attempt to embrace the philosophy of the brand, the campaign emphasizes to consumers that when they live in the moment and defy expectations, they “Undo Ordinary.”
To produce the extraordinary photos, three elaborate set designs placed at the center of the interactive art event became the stage for the campaign to come to life. Each set portrayed different and unexpected ways to enjoy Kim Crawford. In one scene, titled “A-Flutter,” brightly-colored butterflies flew across an all-white lounge carrying bottles of wine to chic guests enjoying music by a couture-clad pianist. In the next set, playfully named “Fly By,” a character magically emerged from a painting in a fuchsia room to pour glasses of Sauvignon Blanc to a model swaying on a swing, all amidst a cocktail soiree. In the final set, titled “Stirred Up,” friends mingled at a dinner party in a modern and stylized kitchen with sleek gold counters and white accents. An oversized tiger ice sculpture chilled bottles of Kim Crawford while party guests enjoyed delectable gold-encrusted food.
“Through this campaign, we wanted to convey Kim Crawford’s history of innovative thinking, pushing boundaries and challenging routine,” said Ingrid Bekkers, Marketing Director for Kim Crawford. “Being imaginative and spontaneous fills us with excitement and who better to capture this than Miles Aldridge? His photography explores new frontiers, challenges conventions and excites the senses–much like the taste of Kim Crawford.
“Undo Ordinary” will break nationwide in summer 2012 as a multi-media program with an online, print, outdoor and social media presence. The brand’s print campaign, created by Kim Crawford’s agency, 180LA, under the direction of Creative Director, Gavin Milner, will run in key luxury and trade publications including Elle, Elle Decor, Harper’s Bazaar, Details, DWELL and Wine Enthusiast.
“In order to live up to our new tagline ‘Undo Ordinary,’ we created a print campaign that was not only elegant and beautiful, but completely unique; from the images we captured, to how we captured them, the process was just as important as the end result,” said Milner.
Together with digital agency Organic, Inc., Kim Crawford will also launch a new socially-driven campaign existing on the brand’s website, Facebook and Twitter pages. Building on the brand’s legacy of creativity, the digital component will inspire people to break out of routines and see life in a different light. It will serve as an incremental catalyst to the ‘unexpected you’ and give participants new and interesting ways to share these enlivened perspectives.
About Kim Crawford Wines
A brand built by forging its own path and celebrating individual style, Kim Crawford Wines has gained critical acclaim around the globe as the established leader of luxury-priced Sauvignon Blanc. Always embracing wine’s most expressive flavors, Kim Crawford combines a passion for winemaking excellence with a vision for exploring new boundaries. To learn more about Kim Crawford, follow @kimcrawfordwine on Twitter, become a fan of Kim Crawford on Facebook and visit www.experiencekimcrawford.com.
About Constellation Brands
Constellation Brands is the world’s leading premium wine company that achieves success through an unmatched knowledge of wine consumers, storied brands that suit varied lives and tastes, and talented employees worldwide. With a broad portfolio of widely admired premium products across the wine, beer and spirits categories, Constellation’s brand portfolio includes Robert Mondavi, Clos du Bois, Blackstone, Arbor Mist, Estancia, Ravenswood, Ruffino, Jackson-Triggs, Inniskillin, Kim Crawford, Corona Extra, Black Velvet Canadian Whisky and SVEDKA Vodka.
Constellation Brands (NYSE: STZ and STZ.B) is a S&P 500 Index and Fortune 1000® company with more than 100 brands in our portfolio, sales in about 100 countries and operations in approximately 30 facilities. The company believes that industry leadership involves a commitment to our brands, to the trade, to the land, to investors and to different people around the world who turn to our products when celebrating big moments or enjoying quiet ones. We express this commitment through our vision: to elevate life with every glass raised. To learn more about Constellation, visit the company’s website at www.cbrands.com.
SOURCE Kim Crawford Wines