Sydney, Australia – Australian multi-spirit distillery Archie Rose Distilling Co. has tapped the creative agency The Works for its latest campaign titled ‘Question Everything’ that emphasises the brand’s endless curiosity for quality experience.
The new campaign features a short video played on out-of-home (OOH) and broadcaster video on-demand (BVOD) platforms. It plays into how Archie Rose is challenging the status quo of how excellence in the world of spirits is synonymous with adhering to established norms.
Titled ‘Question Everything’, the campaign is openly inviting consumers to rethink their choices and depart from conventional norms, fostering a new appreciation for Australian spirits and the innovative and exceptional whisky, gin, vodka, and rum offerings of Archie Rose.
With a reputation built on white spirits like gin, Archie Rose’s twofold vision for the campaign is to educate Australians about their extensive range of spirits and to transform the perception and desire for Australian spirits.
To make this happen, The Works has developed a platform that invites Australians to explore the world of Archie Rose and discover the exceptional spirits that challenge traditions and redefine excellence.
The brand platform reflects the distillery corporation’s relentless curiosity, paired with utmost respect for the traditions surrounding the craft of spirits, which has enabled them to bring heightened experiences to the world.
Iggy Rodriguez, executive creative director at The Works, said, “We want to give credit to the Archie Rose team for treating us like a partner and being so collaborative in working together to shape this new direction for the brand. Question Everything is more than a campaign; it’s a business philosophy baked into every step of the process. From the spirits to the bar, live experiences, new product launches, and communications, it’s by questioning everything in the world of the traditional spirits that have led Archie Rose to be the pioneer brand they are today.”
Victoria Tulloch, head of marketing at Archie Rose, also added, “Our new brand platform, Question Everything, is a great embodiment of Archie Rose’s dedication to producing the highest quality Australian spirits for almost ten years and our brand values of unconstrained creativity, fanatical excellence, and innovation. It’s been a pleasure working with The Works to develop the platform and to share its first iteration via our new out-of-home and video campaign.”
Meanwhile, also commenting on the campaign, Nikki McColl, client lead at SPEED, said, “We continue to be inspired by the vision of the team at Archie Rose, and it’s been a joy working with The Works to bring that vision to life in such a compelling way through out-of-home and BVOD.”
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