Wonderful Agency, the in-house agency for The Wonderful Company, promotes the firm’s Justin Vineyards brand with a new campaign featuring the work of Swedish photographer Frederik Lieberath running across print and social channels.
Justin Vineyards is one of three wine properties in the Wonderful Company portfolio. Based in Paso Robles, Calif., for 40 years, Justin specializes in wines using Bordeaux grape varieties, including its flagship cabernet sauvignon. Last year, Wonderful Agency crafted a launch campaign introducing JNSQ, The Wonderful Company’s new wine brand targeting a millenial demographic focusing on rosé and sauvignon blanc. Justin appears a bit more traditional for the category and the sleek campaign featuring Liebrath’s photography leans into that character.
“The ‘Exceptional From Every Angle’ campaign gives a nod to the brands triangle logo and geometric varietal names, further distinguishes Justin as a leader in the luxury wine category and continues to reach consumers looking for exceptional bottles of wine,” Clarence Chia, svp of marketing, ecommerce and direct-to-consumer for Justin Vineyards & Winery, said in a statement. “The brand shines in an angular style of photography that is both minimal and modernist, playing up Justin’s sophisticated approach to high-quality winemaking.”
Bobby Pearce took over as CCO for Wonderful Agency around a year ago and led creative on the campaign. Pearce formerly served as CCO for David&Goliath.
“We were thrilled to get the chance to work with Frederik Lieberath for the ‘Exceptional From Every Angle’ campaign because his old world style and craftsmanship as an artist is the perfect complement to Justin’s old world style and attention to detail when it comes to winemaking. Frederik understood the vision we were trying to portray and through his lens was able to bring to life a visual representation of what ‘Exceptional From Every Angle’ means, in a stunning and iconic way,” Pearce said in a statement. “Frederik had the existing relationship with Makerie Studio and together we were able to collaborate to help showcase Justin as one of California’s most dynamic and trend-setting wineries. We couldn’t be more pleased with how the campaign has turned out and truly appreciate everyone’s hard work in making this a success.”