Marlborough winery, Wither Hills has launched a multifaceted campaign (with input from DDB, Young & Shand and ZenithOptimedia) designed to inform consumers that Wither Hills is more than a name, it’s a place where wine is "Made beautifully".
To show off the beauty of Wither Hills’ Taylor River vineyard, the campaign uses digital billboards, featuring the core creative by DDB.
In support of the campaign, Young & Shand developed the new website and the Wither Hills 360-degree video experience while ZenithOptimedia looked after the media side.
Senior brand manager at Lion Dave Campbell says the Wither Hills brand is in great strength, making it the ideal time to capture that momentum by communicating more of the brand's story.
“The campaign is about reaffirming the beautiful place our wine comes from, in addition to highlighting the people and the passion that goes into making Wither Hills. It’s this blend of place, people and passion that makes Wither Hills what it is.”
As the digital billboards transition from sauvignon blanc, to rosé, to pinot noir, the surrounding landscape changes according to the time of day, giving commuters the chance to see the sun set in the Wither Hills ranges.
Accompanying this will be the Wither Hills 360 experience, a virtual reality tour allowing viewers the experience a day in the life of one of its winemakers, launched in the coming months. Viewers are led through the vines to observe a wine blending session in the barrel hall, visit the Wither Hills cellar door and are flown over the estate at sunset.
The winery will release it online, and plans to roll it out in-store later in the year.
Wither Hills winemaker Sally Williams says the campaign has perfectly captured the essence of the wine and the region it hails from.
“It takes a beautiful place to make a beautiful wine, and that is the story that we want to share.”
Customers can learn more about the winery and its wine on the new website, also by Young & Shand.
This isn't the first time billboards have made a play on New Zealand's environment.
In 2014, Speight's used Auckland's weather to prompt people to have one of its beers by showing the temperature in real-time on billboards.
As the temperature rose, the arrow moved through a scale with the cool equivalent being "A little bit thirsty" and hot being "scorched earth".