Bloody Shiraz Gin Campaign

Since its creation all the way back in 2015, Bloody Shiraz Gin—a sensational wine steeped gin from the world’s best gin producer, Four Pillars—has become a sensation the world over. In fact, there are only two audiences for this iconic gin, those who already love it… and those who haven’t tried it yet. And every year since 2015, Four Pillars Gin has taken the opportunity to creatively showcase the June launch of the amaranthine liquid—the challenge for the 2021 campaign was to create the biggest celebration of Bloody Shiraz Gin ever… and truly capture the personality and impact of the Bloody Shiraz Gin effect.

Opportunity

Since its creation all the way back in 2015, Bloody Shiraz Gin—a sensational wine steeped gin from the world’s best gin producer, Four Pillars—has become a sensation the world over. In fact, there are only two audiences for this iconic gin, those who already love it… and those who haven’t tried it yet. And every year since 2015, Four Pillars Gin has taken the opportunity to creatively showcase the June launch of the amaranthine liquid—the challenge for the 2021 campaign was to create the biggest celebration of Bloody Shiraz Gin ever… and truly capture the personality and impact of the Bloody Shiraz Gin effect.

Approach

Bloody Shiraz Gin is a gin unlike any other. Described by Master Distiller, Cam, as an 'experiment that went right', this is a gin that has won fans the world over—both gin fanatics and novices alike—with its sensational colour and incredible taste. However, the marketing approach had previously focussed largely on the ‘making’ aspect—as opposed to the icon status it had achieved. This year presented an opportunity to highlight and celebrate the gin’s unique and brash personality, centring on the lush, rich colour of the liquid as the hero of the campaign and brand. 

Inspired by the luscious qualities of the purple liquid, a series of mesmerising visual assets were created—rippling liquid textures and typography that mimicked the kinetic effect of the gin—becoming the centrepiece of the campaign. These assets flowed across every touchpoint, from digital content, print, environmental and display. The graphics were also featured on the screen-printed limited-edition bottle, which was launched as the first phase of the campaign. 

These liquid assets were then integrated into the campaign teaser phase, which audaciously features the gin’s most provocative nickname: ‘BLOODY’. The name—which references the process of ‘bleeding’ colour from wine grapes—adds an irreverent brashness when used in the cheeky colloquial Australian context. 

The second phase of the campaign was all about capturing the ‘moment of revelation’—that remarkable instance when someone tries the Bloody Shiraz Gin for the first time. This ‘Bloody Revelation’ is visualised through the stunning purple liquid slowly and gracefully enveloping people’s faces, as if capturing the exact moment of impact.

Brought to life through a series of hyper-staged and stylised fashion portraits, we see two models—gin drink in hand—with the glistening purple liquid flowing gracefully across their faces. In motion, the liquid moves in ultra-slow motion, as if defying gravity, bringing a surreal luxuriousness and mesmerising beauty to every droplet as it descends. A true metaphor of the all-consuming sensorial experience of Bloody Shiraz Gin.

The campaign was supported by a contemporary, spacious soundtrack—bringing a calming ambience to the content.

Outcomes

At the time of submission the ‘Bloody Revelation’ campaign was still live in market. However, in the time it has been live, the campaign has been featured in numerous trade and consumer publications, and 50 media clips have reached a potential 5.4 million people.

Scope:

  • Campaign Strategy
  • Campaign Creative
  • Art Direction
  • Photography
  • Styling
  • Motion Design
  • 3D Animation
  • Film Production
  • Sound Design
  • Graphic Design
  • Illustration
  • Finished Art
  • Management & Production
Inspired by the luscious qualities of the purple liquid, a series of mesmerising visual assets were created—rippling liquid textures and typography that mimicked the kinetic effect of the gin—becoming the centrepiece of the campaign. These assets flowed across every touchpoint, from digital content, print, environmental and display. The graphics were also featured on the screen-printed limited-edition bottle, which was launched as the first phase of the campaign.

The second phase of the campaign was all about capturing the ‘moment of revelation’—that remarkable instance when someone tries the Bloody Shiraz Gin for the first time. This ‘Bloody Revelation’ is visualised through the stunning purple liquid slowly and gracefully enveloping people’s faces, as if capturing the exact moment of impact.
The purple liquid become a key motif of the campaign and allowed Four Pillars to activate their homes in Sydney Drinks Lab and Healesville Distillery
The liquid effect is not real! It was generated with a liquid simulator using a demential collider object based on our two models. The process of sculpting the fall of the liquid was a very much trial and error, making slight changes to liquid viscosity and direction of the pour. These are just a handful of the simulations that lead to the final result.

Project Collaborators:
Photographer – Tomas Friml
Animation (Lighting & Compositing) – Lukas Schrank
Animation (3D Liquid Simulation) – Octavio
Stylist – Marsha Golemac
Waredrobe Stylist – Abby Bennett
Hair & Make-up – Lily Swan
Additional Production Assistance – Tooth & Claw
Additional Animation – Benjamin Portas

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Weave respectfully acknowledges the Traditional Custodians of the land of which we live and work, the Bunurong Boon Wurrung and Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation and pays respect to their Elders past, present and emerging.