Concept / Copywriting
Sometimes what you’re looking for is right under your nose.
It’s a common misconception that you have to go to far and exotic places to enjoy a good glass of wine. And yet, one of the magical things about living in Western Australia is, there’s a bevy of wineries in our very own backyard producing some of the best wine this country — nay, this world — has ever seen.
That’s why 19 wineries from WA’s great southern and southwest regions united to encourage locals to drink the local produce. We named their collective ‘The Locals’ and created an integrated marketing campaign: ‘Summer With The Locals’, that rolled out through press, outdoor media, radio and point of purchase.