Church Road Winery travels the country in a new series on TVNZ OnDemand – the first work by Raydar and 99 for Pernod Ricard since winning the account from Ogilvy late last year.
The four-part series, developed for Church Road Winery in Hawke’s Bay, is a collaboration between 99, Raydar and The Workshop.
The series is designed to show the that Church Road brand is based around the philosophy of challenging convention and discovering. It follows award-winning winemaker Chris Scott as he travels the country meeting craftspeople and discussing their inspiration.
Furniture maker David Trubridge, graffiti artist Paul Walsh, fashion designer Kiri Nathan, and environmental architects Siân Taylor and Mark Read are all featured in the show’s seven-minute episodes.
Kerry Wheeler, head of marketing at Pernod Ricard New Zealand, says it wants its target audience to resonate with Scott’s passion for experimentation and the unexpected.
“With that engaged audience, we had confidence that long-form content was the way to bring our brand strategy to life.”
99/Raydar’s production arm, The Workshop, produced the series in-house with documentary filmmaker Tom Levesque.
Managing director Troy Fuller says making a series on this scale was an ambitious task.
“It’s made significantly easier when you have all your creative talent under one roof, in yelling distance of each other.”
In February, Fuller, the Raydar managing director also took on the responsibility of 99 after former 99 managing director Paul Manning left the agency.
Creative Director: Jared Isle
Copy: Ezra Whall
Executive Producer: Elizabeth Roebeck
DOP: Grégoire Aubourg
Editor: Fauze Hassen
Colourist: Tracy Powell
Audio: Miller Yule
Group Business Director: Kristyna Hotchin
Senior Account Manager: Melissa Ivory
Design Director: Nick McFarlane
Senior Designer: Reuben Hannaford
Director: Tom Levesque Producer: Eva Trebilco
1st AC: Graham MacFarlane
Sound Engineer: Craig O’Reilly
Head of Marketing New Zealand: Kerry Wheeler
Marketing Manager Wine: Andre Bacon
Brand Manager: Nikki Gudsell
Global Senior Brand Manager: Tracey Armstrong
Business Director: Suzie Thompson
Content strategy: Ashleigh Vreeburg
Content editorial and commissioning: Vicki Keogh, Robert Gough