Jacob’s Creek Adapts ‘Made By’ With Djokovic For Australian Open

Jacob’s Creek rolls out fresh set of unscripted ‘Made By’ films – fronted by Novak Djokovic – to leverages its Australian Open rights.

The work, which premiered in Melbourne and was developed in harness with agency Cummins & Partners, is led by a set of Djokovic spots in which he discusses the influences that shaped him as a champion and as a person.

The series aim to offer an insight into Djokovic’s life: the people, places and passions that have shaped him.

‘Everything I experienced growing up has led me to become the person I am today. Creating the Jacob’s Creek ‘Made By’ film series has allowed me to tell my story, in my own words and share it with the world.’

The webisodes kick off with an initial opening trailer,

and then include ‘Birthed From Serbia’,

‘Shaped By Jelena’,

‘Inspired By Dreams’,

and ‘Made By Determination’.

This ‘Made By Determination’ film brings together the stories from all the other spots.

As ever, there is also a ‘Behind-The-Scenes’ film on the wine brand’s YouTube channel.

https://www.youtube.com/watch?v=ftuPco3ykVM

The campaign includes broadcast, social, digital and retail elements and spans 16 different countries.

The world number one effectively replaces the drinks brand’s previous athlete ambassador Andre Agassi who had fronted its Australian Open activation for the previous two years.

‘Novak’s ‘Made By’ story brings to life the authentic spirit that Jacob’s Creek celebrates. Novak’s story is powerful, and the determination, dedication and effort he has put into his career is similar to the craft of our winemakers and the people behind Jacob’s Creek,’ explains Jacob’s Creek global marketing director Derek Oliver.

‘Our partnership has been truly collaborative, working together to create a film series that celebrates authenticity, and that we are truly proud to take to the world.’

Comment

While the basic concept isn’t particularly original, the films certainly benefit from feeling unscripted, raw and real.

This ambassador partnership with Djokovic is one strand of Jacob’s Creek’s wider global tennis sponsorship platform: which includes sponsorship of the Australian Open, Wimbledon and the China Open.

This Australian Open activation dovetails with the brand’s new ongoing global ‘Made By’ campaign which it has been rolling out since the end of 2014.

The ‘big idea’ is that the initiative offers insights into all the people, places and passions that go into crafting the wines.

This umbrella work initially opened with a central TV spot that came in three variations: a 60-second version,