DDB craft online experience for Devil’s Lair
DDB Group Melbourne has created a new intriguing online wine experience for Devil’s Lair. Led by digital, the campaign brings to life one of Margaret River’s great wine estates through a unique proposition of ‘enigma’.
The website takes the wine label into a new, unique territory in a cluttered online space. The creative has been built on the idea that paper and light are the only primary sources used and guides the audience through the chapters of the Devil’s Lair story, giving them a glimpse into this mysterious land, its heritage and one of nature’s best kept secrets. To this day, the exact location of the Devil’s Lair cave is a much guarded secret.
Says Nick Cummins, group creative director of Tribal DDB Melbourne:”The winemakers at Devil’s Lair use craftsmanship, passion and theunique and distinctive region around them to craft their wines. Wethought it only fitting for us to apply the same passion and care inbuilding them an online home to reflect these artisan values. “
Adds Alex D’Amico, group marketing manager, Devil’s Lair: “Devil’s Lairoffers visitors to our website a beautiful and intriguing wineexperience to reflect handcrafted wines that express the distinctivestyle of the Margaret River region. The website reflects our artisanphilosophies and lures you into Devil’s Lair from the very beginningthrough the imagery, colour, wording and music, but still leaves thestory shrouded in a little bit of mystery, leaving you wanting to findout more.”
Executive Creative Director: Grant Rutherford
Group Creative Director: Nick Cummins
Planning Director: Ian Forth
Creative Team: Lee Sunter and Andre Hull
Head of Art: Jonathan Yuen
Digital Developer: Will Dady
Account Service: Oliver Lynch, Justin Arnold, Oliver Wearne
Production: Julie Rutherford, Carol Sinclair, Briana McMunn, Lee Harrington
Paper Engineering: Stuart McLachlan
Director: Christopher Sferrazza
Photography: Greg Elms Photography
17 Comments
I really enjoyed that. A great user experience.
you might want to define ‘production’…..
God, that’s boring.
Classy production. Simple story telling but nicely done. Tick.
Nice work Jono!!
Wine is a (surprisingly) tough category to make compelling, or even interesting. I reckon these dudes have done OK.
Wow – I’d love to see the stats for visitors who clicked/viewed on anything beyond chapter 2.
I was completely bored by halfway through chapter 2. Has all the hallmarks of agency wet dream, dud campaign.
I dare you to publish the stats.
Don’t get me a story. Get me pissed.
Pretty and Dull.
Lovely design but the writing is dull- you need some really engaging copy to keep people clicking through the sections.
who would actually waste their time watching all that fluff?
I really wanted this to be good. But alas…what a serious let down.
I wish they spent as much time on the idea as they did with the design. I’d doubt anyone would be bothered watching this. Dull and boring.
boooooring
3:07PM
Cannes award juries. Picked up.
really, 10:38 pm? just checked the cannes website and it’s not even on the shortlist. or do you mean cairns?
YAWN :O