The Challenge: To change the perception of G.H. Mumm from a party champagne defined by Melbourne Cup celebrations, to a premium, progressive brand rivalling Veuve and Moet for sophistication.
While most champagne brands are associated with celebrating accomplishments, Australians are just as likely to raise a glass to ambition as they are to achievement.
‘To Bold Beginnings’ is a toast to to ambition – to blank pages, and bold ideas. Because since 1827, Mumm has recognised that there’s just as much cause for celebration in taking the first step towards something as there is in finding success. We launched the new brand platform with a content series. The first episode features one of the world’s most innovative young chefs, Josh Niland. Recognised for his boundary-pushing approach to seafood, commitment to sustainability and combatting issues of food waste, Niland’s avant-garde style is expressed in each of his dishes.
The campaign is distributed via digital, social and PR.
The campaign is currently live.
G.H. Mumm Marketing Team
Head Of Champagne and Vodka: Valeria Catterini
Senior Brand Manager: Karlee Fancourt
Brand Manager: Julie Chan
Emotive Agency
Head of Strategy and Managing Partner: Michael Hogg
Strategy Director: Anthony Lockhart
Group Creative Director: Ben Clare
Business Director: Sarah Clifton
Executive Producer: Hayley-Ritz Pelling
Film Production Company: Daughter @daughtercollective_
Film Director: Michael Dole @doleydoley
Executive Producer: Annika Johansson @annikacreates
Cinematographer: Mike Perry @mikeperrydop
2nd Camera unit: Eddy Ming @eddyming
Gaffer: Storm Ashwood @stormashwood
1st Assistant Camera: Christo Herriot @christoherriot
Sound Recordist: Leo Sullivan
Photographer: Eddy Ming @eddyming