SAN FRANCISCO, April 9, 2012 /PRNewswire/ -- Kim Crawford
Wines, producer of an award-winning portfolio of New Zealand wines and established leader of
luxury-priced Sauvignon Blanc, announces its 2012 nationwide
advertising campaign launching this summer and featuring the
provocative tagline "Undo Ordinary." Highly-acclaimed photographer,
Miles Aldridge, photographed the
unprecedented campaign live during Kim Crawford's one-night-only
art experience at New York City's
Cedar Lake Studios on Thursday night. In the spirit of spontaneity,
invitations to the art event, titled "Undone," were disguised as an
evening exhibition showcasing the famed photographer's work. Guests
soon learned that the event was more than just an opportunity to
view art—it was a chance to become it. Pulled from the party and
onto elaborate sets, guests were featured in the very art they came
to see. Attendees entered as partygoers and left as stars of Kim
Crawford's 2012 advertising campaign.
(Photo:
http://photos.prnewswire.com/prnh/20120409/NY84108-a)
Photo: http://photos.prnewswire.com/prnh/20120409/NY84108-b)
"Shooting a campaign in the midst of a live event is a
challenge, but also an idea that intrigued me," said Aldridge. "My
plan was to shoot a series of specially designed sets and scenarios
that evoke the playful side of the brand. The intent was to leave
the door open for any spontaneous inspiration from the
party guests to create surprising and original campaign
imagery."
The Kim Crawford "Undo Ordinary" campaign defies the traditional
conventions of wine advertising and lives up to the playful and
rebellious roots of Kim Crawford's founders. Incorporating vibrant
colors, whimsical imagery and high-fashion photography, the result
is a look and feel that is premium, confident and unexpectedly
bold. In an attempt to embrace the philosophy of the brand, the
campaign emphasizes to consumers that when they live in the moment
and defy expectations, they "Undo Ordinary."
To produce the extraordinary photos, three elaborate set designs
placed at the center of the interactive art event became the stage
for the campaign to come to life. Each set portrayed different and
unexpected ways to enjoy Kim Crawford. In one scene, titled
"A-Flutter," brightly-colored butterflies flew across an
all-white lounge carrying bottles of wine to chic guests enjoying
music by a couture-clad pianist. In the next set, playfully named
"Fly By," a character magically emerged from a painting in a
fuchsia room to pour glasses of Sauvignon Blanc to a model swaying
on a swing, all amidst a cocktail soiree. In the final set, titled
"Stirred Up," friends mingled at a dinner party in a modern
and stylized kitchen with sleek gold counters and white accents. An
oversized tiger ice sculpture chilled bottles of Kim Crawford while
party guests enjoyed delectable gold-encrusted food.
"Through this campaign, we wanted to convey Kim Crawford's
history of innovative thinking, pushing boundaries and challenging
routine," said Ingrid Bekkers,
Marketing Director for Kim Crawford. "Being imaginative and
spontaneous fills us with excitement and who better to capture this
than Miles Aldridge? His photography
explores new frontiers, challenges conventions and excites the
senses—much like the taste of Kim Crawford.
"Undo Ordinary" will break nationwide in summer 2012 as a
multi-media program with an online, print, outdoor and social media
presence. The brand's print campaign, created by Kim Crawford's
agency, 180LA, under the direction of Creative Director,
Gavin Milner, will run in key luxury
and trade publications including Elle, Elle Decor,
Harper's Bazaar, Details, DWELL and Wine
Enthusiast.
"In order to live up to our new tagline 'Undo Ordinary,' we
created a print campaign that was not only elegant and beautiful,
but completely unique; from the images we captured, to how we
captured them, the process was just as important as the end
result," said Milner.
Together with digital agency Organic, Inc., Kim Crawford will
also launch a new socially-driven campaign existing on the brand's
website, Facebook and Twitter pages. Building on the brand's legacy
of creativity, the digital component will inspire people to break
out of routines and see life in a different light. It will
serve as an incremental catalyst to the 'unexpected you' and give
participants new and interesting ways to share these enlivened
perspectives.
About Kim Crawford
Wines
A brand built by forging its own path and celebrating individual
style, Kim Crawford Wines has gained
critical acclaim around the globe as the established leader of
luxury-priced Sauvignon Blanc. Always embracing wine's most
expressive flavors, Kim Crawford combines a passion for winemaking
excellence with a vision for exploring new boundaries. To learn
more about Kim Crawford, follow @kimcrawfordwine on Twitter, become
a fan of Kim Crawford on Facebook and visit
www.experiencekimcrawford.com.
About Constellation Brands
Constellation Brands is the world's leading premium wine company
that achieves success through an unmatched knowledge of wine
consumers, storied brands that suit varied lives and tastes, and
talented employees worldwide. With a broad portfolio of widely
admired premium products across the wine, beer and spirits
categories, Constellation's brand portfolio includes Robert Mondavi, Clos du Bois, Blackstone, Arbor
Mist, Estancia, Ravenswood, Ruffino, Jackson-Triggs, Inniskillin,
Kim Crawford, Corona Extra, Black Velvet Canadian Whisky and SVEDKA
Vodka.
Constellation Brands (NYSE: STZ and STZ.B) is a S&P 500
Index and Fortune 1000® company with more than 100 brands in our
portfolio, sales in about 100 countries and operations in
approximately 30 facilities. The company believes that industry
leadership involves a commitment to our brands, to the trade, to
the land, to investors and to different people around the world who
turn to our products when celebrating big moments or enjoying quiet
ones. We express this commitment through our vision: to elevate
life with every glass raised. To learn more about Constellation,
visit the company's website at www.cbrands.com.
SOURCE Kim Crawford Wines