Mixed reactions for KWP Barossa campaign
The latest campaign for Barossa Wine, featuring a gritty video set to Nick Cave’s Red Right Hand has debuted to considerable social media buzz, with many observers praising the tone and attitude of the campaign.
The launch has caught the social media imagination over the last 24 hours, although not all marketers are impressed with the creative.
“Wasn't sure at first, but love the new #Barossa ad...gritty, dark, earthy, back to basics #gutsysoundtrack,” @Hungary_Bear tweeted.
Jeffrey Darling, who shot the ad, said: “The approach was to bring out a sense of vitality, heritage and for me this frontier sense that is borne out of its producers and the experience of spending time there.
"It has been a great collaboration between the agency, kwp!, myself and a client in David that is engaged and has a strong opinion and is able to support the vision."
James Rickard, KWP’s creative director said: "Two things set this region apart from all other wine districts. The people and the dirt. It's a very tight knit community of passionate wine and food artisans and their connection with the unique soil that combines to create such exceptional products. It's that relationship we wanted to capture.
"For people who thought they knew Barossa, it's time to think again. For those who are part of the rapidly growing culinary tourism sector and seeking quality, authentic and handcrafted foods of provenance, Barossa and indeed South Australia are the destination."
Some of the positive reactions included:
@winestarwine : The brilliant new Barossa Ad you need to see at least once. Nick Cave if you don't mind!
@MastermindTB I absolutely love this new ad for the Barossa Valley. Great job @Barossadirt and all involved!
@CrTimbo LOVING the new #Barossa #Tourism ad @southaustralia! This is cooler than cool.
However, not all were equally impressed. Marketing coordinator Camilla Scales tweeted: “Alright im going to be a grump and say that i think the Barossa ad is a bit 'meh'. lovely production etc but doesn't entice me to go there.”
And @samsonjbutler said: “Nick Cave doing Barossa ads? I guess he'll make you depressed enough to want to drink lots of red wine...
Most of those tweeting posted a link to the video. A fully integrated, multi-channel campaign launches on June 2.