Lost to time, many shoppers had no idea that Dan Murphy was a real person who built the company literally from the cellar up. The vignettes in the film explore how Daniel Murphy made a name for himself, from opening an underground wine club, his time abroad discovering new drinks, his savvy business acumen (whether it be smuggling or being ruthless on prices), or hitching a ride with nuns to make sure he didn’t miss a delivery.

Behind Dan Murphy’s the business was Daniel Francis Murphy, the man. He wasn't a fictional character or advertising gimmick. Lost to time, many shoppers had forgotten that Dan was a real person who built the company literally from the cellar up and still inspires the liquor retailer today.

Using Dan’s legacy and these stories, this campaign aims to inspire Australians to see the little bit of Dan that lives in all of us today.

We created a period piece film on a scale never attempted by any other Australian brand. Daniel Francis Murphy’s surviving family, friends and colleagues were interviewed to help us re-create Dan's life.

Nothing was overlooked. Every detail, every element was sweated over and either sourced or recreated for pure authenticity.

Through movie magic, location construction, costume design, and a countless number of historical props, we stepped back into 1950s Australia to tell the story of Daniel Francis Murphy.