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From FOMO to JOMO: JWT and Sacred Hill push the benefits of mindfulness

The modern human condition tends to be one of constant connection and, in many cases, slight addiction. But JWT and Sacred Hill are jumping on the mindfulness bandwagon and aiming to inspire a different, more classical version of connection with a beautifully-crafted new print campaign. 

JWT was appointed to Sacred Hill Vineyards’ business late last year and was tasked with re-introducing the brand to the modern wine drinker. As managing director and recently appointed CAANZ chair Simon Lendrum points out, the wine category is saturated with lifestyle shots set in vineyards, “but that doesn’t reflect the reality of how most of us are drinking wine”. So the agency developed a series of thought-provoking headlines with brand messages set against Sacred Hill’s orange—not a bottle shot in sight—to gently encourage people to put their work aside and their phones down and focus on the important things, like family, friends, fine food, conversation and drinking good wine. 

“There’s a growing frustration with the high speed, always on, lives we live,” says JWT’s executive creative director Cleve Cameron. “We saw a great opportunity for this brand to have a point of view on these distractions. That’s how we got to ‘Some things should be kept sacred’. A hat’s-off also needs to go to Len Cheeseman and Geoff Francis for their sterling work.” 

Good-lookin’ print ads with a purity of message are something of a rarity in this country, so in a category where it’s hard to be different, these really stand out.

The campaign rolls out in print titles and out of home placements, as well as in Sacred Hill’s newly designed website and social media activity throughout the coming months.

And the idea behind this campaign really tickles your fancy, maybe you should move to France

Credits

Agency: JWT

Client contact: Sally Fisher

Executive Creative Director: Cleve Cameron

Account director/team: Lisa Motteram & Tom Mendey

Writer: Hayley Marks

Art Director: Len Cheeseman

Designers: Geoff Francis, Glenn Chapman

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