Justin Vineyards & Winery Latest Advertising Campaign is "Exceptional From Every Angle"
October 14, 2020
Paso Robles, Calif. - JUSTIN Vineyards & Winery, a multi-award-winning producer of world-class wines using Bordeaux grape varieties in the Paso Robles, California, wine region, is proud to release its newly refreshed “Exceptional from Every Angle” advertising campaign. Developed by Wonderful Agency, the campaign features the work of acclaimed Swedish photographer Frederik Lieberath, who is known for his modernist still-life work with the world’s biggest brands, including Apple, Bentley, and Gucci.
“JUSTIN Vineyards & Winery continues to be a pioneer in Paso Robles with its nearly 40-year rich history,” said Clarence Chia, senior vice president of marketing, ecommerce, and direct-to-consumer for JUSTIN Vineyards & Winery. “This innovative new advertising campaign will help us further distinguish JUSTIN as a leader in the luxury wine category and continue to reach consumers looking for exceptional bottles of wine.”
Through Frederik Lieberath’s lens, the brand shines in an angular style of photography that is both minimal and modernist, playing up JUSTIN’s sophisticated approach to high-quality winemaking.
“We’re proud to launch this bold new look that leverages JUSTIN’s iconic ‘Exceptional from Every Angle’ campaign,” said Bobby Pearce, chief creative officer for Wonderful Agency. “The technique and craftsmanship that went into creating these beautiful and unexpected geometric designs are a nice complement to JUSTIN’s old-world methods and attention to detail when it comes to winemaking.”
“My fascination with transforming everyday objects into artistic, one-of-a-kind campaigns was brought to life through my recent work with JUSTIN Vineyards & Winery. The campaign imagery captures the type of visual shift I like to create, similar to some of the other premium and luxury brands I’ve shot for in the past,” said Frederik Lieberath. “The ‘Exceptional from Every Angle’ advertising campaign reflects the brand’s modern and innovative undertones, while remaining true to its elegant timelessness.”
JUSTIN Vineyards & Winery produces high-quality, exceptional wine that uses traditional techniques, including hand-harvesting and hand-sorting, and high-quality French oak barrels for aging. The new campaign imagery will further enhance JUSTIN Vineyards & Winery within the multibillion-dollar global wine market and will be featured in four print ads. The ads will spotlight the iconic ISOSCELES, which consistently scores 90+ points; JUSTIFICATION; Cabernet Sauvignon¾the No. 1 luxury wine of this varietal in the nation; and the ISOSCELES and JUSTIFICATION bottles together, which are inspired by the Left and Right Banks of Bordeaux, France, and JUSTIN’s expertise with grape varieties originating from these acclaimed wine-producing regions. The Sauvignon Blanc and Rosé will also be featured in various digital executions.
Makerie Studio—a design studio that specializes in developing showpieces for advertising campaigns, window installations, editorials, and private collectors—collaborated on this project to help showcase JUSTIN as one of California’s most dynamic and trend-setting wineries.
“We’re excited to release the work stemming from our partnership with JUSTIN Vineyards & Winery and photographer Frederik Lieberath,” said Joyanne Horscroft, Makerie Studio. “This campaign brings contemporary artistry to the forefront and further showcases JUSTIN as an exceptional brand.”
The entire development of the campaign was handled virtually between Los Angeles and Lieberath’s studio in Sweden due to current travel restrictions.
Aside from the new campaign, JUSTIN continues to evolve and reach consumers in new ways in the current digitally driven retail environment with its new social media educational series, “Crush It with JUSTIN,” expected to launch later this year, and its ongoing virtual wine tastings, where founder Justin Baldwin discusses all things wine and winemaking, and answers fan questions.
The “Exceptional from Every Angle” campaign includes full-page print ads, which can be found in upcoming lifestyle and wine enthusiast publications, including Departures, Esquire, Food & Wine, GQ, Men’s Journal, Rolling Stone, Saveur, Tasting Panel, Wine & Spirits, Wine Enthusiast, and Wine Spectator. The campaign will also be featured in-store and on Instagram (@JUSTINwine) and Facebook (@JUSTINwinery), where fans can follow to receive updates on winery news and upcoming releases.