Numbers Can Be Extraordinary

Penfolds believed it could become a luxury brand. And why not? One of their wines retails for $500. 
One problem: their wines are all designated by Bin numbers. This was not only confusing (in an already quite confusing category) it lacked the coherence required by the best upscale brands. So we turned a vice into a virtue, claiming that: Numbers Can Be Extraordinary 

This explained the wines and gave Penfolds the confidence to believe they could achieve their ambitious goal.
Our integrated global campaign appeared across every touchpoint of the customer journey from film, print to digital and POS.