When advertising gets dirty

When marketing a wine region to prospective travellers, you could show a few shots of beautiful vines, happy couples clinking glasses and the odd landscape. Or you could just show off a bunch of dirt. Yes, dirt.

That is exactly what Leo Burnett, Adelaide has done for the latest ad they created for Barossa Valley of South Australia, titled ‘Barossa. Be Consumed’.

Creative director James Rickard realised that the overall success of the Barossa Valley lies in its dirt and that motivated him to make the film.

“The quality of the region’s product, be it wine or food, begins and ends with the soil,” he said when accepting the ‘World’s Best Tourism Film of 2014’ at the Festival of Festivals in Vienna last week. “One of the juror’s comments ‘when you watch the ad, you can almost smell and taste the region’ made me especially proud as that was exactly what we were aiming to achieve.”

The spot has won a plethora of international awards including seven Grand Prix and 10 trophies across 11 countries including France, Germany, USA, Portugal, Romania, Bulgaria, Italy and Latvia.

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