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April 9, 2012 /PRNewswire/ -- Kim Crawford Wines, producer of an award-winning portfolio of
New Zealand wines and established leader of luxury-priced Sauvignon Blanc, announces its 2012 nationwide advertising campaign launching this summer and featuring the provocative tagline "Undo Ordinary." Highly-acclaimed photographer,
Miles Aldridge, photographed the unprecedented campaign live during Kim Crawford's one-night-only art experience at
New York City's Cedar Lake Studios on Thursday night. In the spirit of spontaneity, invitations to the art event, titled "Undone," were disguised as an evening exhibition showcasing the famed photographer's work. Guests soon learned that the event was more than just an opportunity to view art—it was a chance to become it. Pulled from the party and onto elaborate sets, guests were featured in the very art they came to see. Attendees entered as partygoers and left as stars of Kim Crawford's 2012 advertising campaign.
"Shooting a campaign in the midst of a live event is a challenge, but also an idea that intrigued me," said Aldridge. "My plan was to shoot a series of specially designed sets and scenarios that evoke the playful side of the brand. The intent was to leave the door open for any spontaneous inspiration from the party guests to create surprising and original campaign imagery."
The Kim Crawford "Undo Ordinary" campaign defies the traditional conventions of wine advertising and lives up to the playful and rebellious roots of Kim Crawford's founders. Incorporating vibrant colors, whimsical imagery and high-fashion photography, the result is a look and feel that is premium, confident and unexpectedly bold. In an attempt to embrace the philosophy of the brand, the campaign emphasizes to consumers that when they live in the moment and defy expectations, they "Undo Ordinary."