Tasked to create a brand idea that builds an emotional connection between luxury consumers and Penfolds, we developed the ‘Numbers can be extraordinary’ campaign and strategy. The inspiration for the idea is Penfolds ‘Bin Series’, which is expressed in numbers. The numbers are used to unlock the stories and mystique behind the Penfolds brand, and each of their fine wines. The campaign covers all media, including digital airport panels and a mobile website allowing consumers to discover more about each of the numbers behind the brand’s History.