In 2013, family owned Australian brand, McWilliam’s, came to DAf in the search of a creative corporate video to cleverly launch the new packaging of its full range of wines. A producer of high quality wines, based in Sydney, with a family history in winemaking that dates back to 1877, McWilliam’s was on the hunt for a video that would make use of a simple concept, supported by a sophisticated art direction.
Having created new labels for its entire range of wines, McWilliam’s needed a creative launch video to exhibit its new packaging and present the design refresh of its emblematic crest. With this in mind, DAf’s creatives began developing a script based on a simple visual concept: the delicate revelation of a bottle of wine wrapped in paper.
The video’s clear “before and after structure” first establishes McWilliam’s past, and its six generation of family winemakers, before swiftly moving on to what McWilliam’s is today. Text overlays are used throughout to guide the viewer as each product’s new packaging is unveiled. The phrase, “The family is proud to reveal an evolution in design,” accompanies a paper-wrapped bottle of McWilliam’s wine that spins on its own axis as the wrapping gradually peels away, disclosing the revamped design of the McWilliam’s crest. The message is clear. This is the start of something new for McWilliam’s.
As the video continues, each product is featured in turn, first reminding the viewer of the old packaging before then revealing the new. DAf’s creatives cleverly incorporate the design features of each new packaging to create visually distinctive worlds for each product in the McWilliam’s range. At the end of the video, to make the focus of this brand video as clear as possible, the entire range is first presented side-by-side dressed in the old packaging and then side-by-side dressed in the new.
This video was primarily created for McWilliam’s new packaging launch event. It was subsequently shared with distributors and other key figures within the industry who needed to be fully aware of the brand’s change of image.