PENFOLDS "MASTERY DECODED"

LONDON, UK

Penfolds wanted a new avenue to communicate with high-net-worth customers. We created a partnership with the Royal Opera House, adding Penfolds to the wine list in all of the theatre's bars and restaurants as well as securing the Royal Box for entertaining key clients. Our researched revealed that Penfolds and the Royal Opera House have remarkably similar histories and brand values so to celebrate the launch of this new partnership, and to showcase the 2015 wine collection, we created a special event at Somerset House that examined "Mastery". A meal was divided into "Acts" as the lighting and atmosphere changed with the meal. For each course wine and food was paired with performances on the themes of 'identity, 'love' and 'obsession' - characteristics that can be found in true mastery. It was the first time the Royal Opera had ever performed outside of the Opera House in full costume. The result was a very special evening that will live long in the memory for all who attended.

Some comments from guests can be found here.

Agency: J. Walter Thompson Roles: Creative Director and Executive Producer