Domaine Chandon is a premier Yarra Valley winery founded by French champagne house Moët & Chandon. After 12 months of promoting the winery as a destination through events and earned media, Keep Left was given the opportunity to deliver an out of home advertising campaign on their behalf.

And deliver we did…

The challenge was to create a destination advertising campaign that celebrated Moët & Chandon’s French heritage while championing the local entrepreneurial spirit of Australian wine makers. The objective was to drive visitation to the winery and showcase the cellar door to luxury lifestyle seekers aged 25-45 years old.

In 10 words or less, our copywriters were challenged to communicate Domaine Chandon’s proximity to Melbourne as well as the French heritage of its wine and the premium quality of its products.

The advertising had to feature existing imagery which was adapted for landscape and portrait executions in static and motion formats. This had to be consistent across all target media including Airport Drive billboards, Collect and Connect TV screens and Out of Home, office advertising spaces.

With less than a month to turn the project around, deadlines were tight.

To bring the uniqueness of Domaine Chandon to life, Keep Left completed an audit of all existing Domaine Chandon assets and came up with three creative directions. From hand drawn illustrations to sophisticated sparkles, each idea was exceptional. However, it was our second direction “from Melbourne to France in an hour” that struck a chord.

This creative showcased how the Domaine Chandon experience combines French sophistication with Australian charm, only an hour out of Melbourne. The beautiful, scenic images offered an escape from the hustle and bustle of the airport, city and office, taking viewers to the picturesque surroundings of Domaine Chandon in the Yarra Valley.

To enhance the magic of the hero image, a 2.5D method was used. This brought the image to life with a sophisticated and visually arresting ‘fly-through’ effect which took advantage of the motion opportunities presented by the digital media buy.

A simple and impactful hero creative combined with clever copy brought Domaine Chandon’s proposition to life in a clear and succinct way.