Rediscover Down Under

Our task: convince wine drinkers who were starting to stray from Australian vintages to take a second look. United by the campaign theme, “Rediscover Down Under”, our program invited consumers to take a fresh look at Australia and showcased 25 new products as well as anchor brands and premium wines. By highlighting the reflection of a glass rather than the actual glass, we turned an otherwise “upside-down” cliché into something fresh and inviting – bringing a new perspective to the idea of “Down Under.” An added bonus: an increase of 12.8% in Australian wine sales over the previous year. G’day, indeed.