Campaign: The Great Wine Depression

".....Back in '87 everything was big. Big hair, big sweaters and one big problem. Wine was in and beer was out. Kiwi guys pretended to like wine to fit in, but they never stopped thinking about beer. Luckily neither had Morton Coutts of DB Breweries. Morton figured if guys were drinking wine to appear more sophisticated, he'd brew a more sophisticated beer. A premium lager that was both crisp & refreshing, but still full of flavour. He called this beer Export Dry. 25 years later, guys can still say no to wine thanks to Export Dry..."

This recently aired and ongoing tongue-in-cheek campaign is beginning to ruffle a few feathers among wine producers and consumers who have failed to see the funny side of the kitsch 80s themed commercial. Whichever group you most identify with, the fact remains that it is a superbly produced TV spot. Early data 

is already indicating the relatively successful relaunch of DB Export Dry with the expected boost in sales likely to be sustained by further Print Ads, including our favourite: "The Wine List" which blisfully mocks the refinement of a highbrow menu.

Download a Larger Print Version Here: Wine List

Credits: Agency Creative Chairman Nick Worthington
Creative Director Levi Slavin
Art Director James Tucker
Copywriter Simon Vicars, Levi Slavin
Senior Account Director Tim Ellis
Account Manager Patrick Rowley
Planning Director James Hurman
Planner Hayley Pardoe
Client Russell Browne, Export Marketing Manager, Clare Morgan, General Manager Marketing
 

Digital:
Agency Producer Jen Storey - James McMullan
Digital Creative Director Dan Wright
Digital Developer Federation Media
 

PRINT/OUTDOOR
Agency Producer Jen Storey
Photographer Alistair Guthrie
Photographer's Producer Sarah Hough
Designer Kate Slavin
 

TV/RADIO
Agency Producer Jen Storey
Production Company The Sweet Shop
Production Company Producer Fiona King
Director Steve Ayson
Sound Design Craig Matuschka - Liquid Studios
DOP/Cinematographer Chrighton Bone
Editor Peter Sciberras - The Butchery
Online Editor (Vis. Effects) Leoni Willis
Post Production (Vis. Effects Co.) Toy Box
Music - Artist/Title Peter Van der Fluit
Composer Liquid Studios