The Bin release creative straddled two somewhat incongruous requirements. It was the first piece of work briefed against the new brand strategy (with bold ambitions to elevate the brand to luxury status), whilst simultaneously needing to be a hard-working piece of POS that would create high impact and drive sales in-store.

Core objectives were in-store visibility and product sell-through, though the Bin release campaign was also seen as being an important stepping stone towards creating desire for the broader Penfolds brand, and building on its luxury positioning.

The Penfolds Bin Series is a family of eleven wines all linked in their common ancestry to the winery’s legendary wine, Penfolds Grange. To introduce their 2013 vintage, Penfolds wanted to create a story about the range that would unite them as a family, in a away befitting a luxury brand.

The globally renowned winery prides itself on ‘mastery’ and their brief to us was not only to capture the wines, but that the imagery should be a bold embodiment of that notion in and of itself.

Working from the positioning ‘bloodlines run deep at Penfolds’ allowed us to talk about these wines sharing a common heritage while showing individual characteristics. We collaborated with awarded British artist Giles Revell to create a series of sculptures inspired by the shapes of vine tendrils collected from Penfolds vineyards in South Australia. Each of the eleven delicate glass sculptures was filled with a different wine from the series. These sculptures were photographed by Giles to create the finished posters.

The posters were then launched as a series at the Tate Modern in London in March 2013.

The posters and surrounding printed pieces were also displayed in selected cellars, increasing awareness of the brand and driving an increase in purchase during the launch period. This all reinforced Penfolds’ position as Australia’s leading luxury wine brand.