Numbers can be extraordinary

Leagas Delaney was asked to develop an integrated brand idea that builds an emotional connection between luxury consumers and Penfolds. It also had to both drive advocacy and be embedded in a luxury lifestyle.\r\n\r\nThe campaign message we created is – ‘Numbers can be extraordinary.’ The inspiration for the idea was Penfolds’ ‘Bin Series’, which is expressed in numbers. In our campaign these numbers are used to unlock the stories and the mystique which lies behind Penfolds, a brand with its own unique history.