There is no regular campaign when Snoop Dogg is involved.
Treasury Wine Estates’ in-house creative agency, Splash, has launched its first global campaign, leading the creative rollout for a new limited-edition release under the Cali by Snoop wine label, fronted by the rapper-mogul himself.
The release, called Kingz of Cali in Australia and 2 of Amerikaz Most Wanted in the United States, marks 30 years since the release of 2 of Amerikaz Most Wanted, the track recorded by Dogg and Tupac Shakur in 1996.
The campaign launches in Australia on March 11 and spans out-of-home, social, augmented reality and film, anchored by a 90-second hero film shot in Los Angeles.
Dogg speaks
At the centre of the campaign is a film featuring Dogg reflecting on his friendship and creative relationship with Tupac, while revisiting archival footage from the 1996 music video shoot.
Snoop Dogg and Tupac Shakur (1996) Image: Splash
The film closes with Snoop pouring wine as a symbolic tribute to Tupac, a gesture that will also extend into social media as part of the wider campaign.
“It’s hard to believe it’s been 30 years since Pac and I got together to make ‘2 of Amerikaz Most Wanted.’ Nobody did it like us, and I can’t think of a better way to honor his legacy than with a drink,” said Snoop Dogg.
“This wine is perfect for celebrating with loved ones, and I’m looking forward to the people pourin’ a little out with me for my friend.”
Splash leads end-to-end creative
Splash developed the campaign from strategy through to label design, production, brand world and rollout, making it the Melbourne-based agency’s first global launch for the business.
“It’s been an absolute privilege to work with Snoop Dogg and the Tupac Estate to develop a wine celebrating this historic collaboration, and worthy of two of Hip Hop’s greatest Icons,” said John Wardley, Senior Vice President of Brand, Innovation, and Partnerships at Treasury Wine Estates.
“The ‘Cali by Snoop’ range has always pushed the boundaries of traditional wine culture. We are proud to honor Tupac and Snoop’s legacy with a truly unique wine.”
Elsa Beaumont, Director of Splash, said the campaign represented a milestone for the in-house agency.
“This campaign represents a step change for Splash. As our first global launch, we owned every aspect – from strategy through to creative, production and label design – bringing creativity closer to the business than ever before. We’re incredibly proud of the result.”
The film was produced with Guilty and directed by Christopher Tovo, with the creative designed to balance Snoop’s cultural legacy with a more reflective tone.
“This campaign presents a more intimate, reflective side of Snoop, trading swagger for vulnerability as he revisits memories of his close friend and collaborator. Authenticity guided every decision and detail – from label design and scripting through to styling and music composition,” said Phil van Bruchem, Creative Director of Splash.
Snoop’s wine campaign
Credits
Splash (IHA Treasury Wine Estates)
Director: Elsa Beaumont
Creative Director: Tom Opie
Creative Director: Phil van Bruchem
Design Director: Marni Burger
Head of Business Management: Hayley Sparshott
Project Director: Elyse Paone, / Claire Yencken
Art Director: Britt Manning
Copywriter: Eliza Katsourakis
Senior Designer: Matt Ebeling
Social editor: Maddy Bos
FA/Retoucher: Aaron Wood
Client (Treasury Wine Estates)
Managing Director: Angus Lilley
GM Marketing Strategy and Insights: Adele Felsch
Senior VP, Brands, Innovation and Partnerships, US: John Wardley
Head of Global Brand and Innovation, US: Fernanda Lopes
Global Innovation and Partnerships Manager, US: Courtney Lee
Global Brand Director, Cali By Snoop, US: Jon Solimando
Strategic Communications Leader, US: Susan Whitman Bell
Strategic Communications, US: Mariel Dozer
Brand Management, US: Oliva Prewitt & Gita Deshpande
Brand Management AU: Georgie Ingram
Marketing Manager, Shopper ANZ: Annie Cummins
Marketing manager Digital & Social: Ari Wytwornik
Production Company: Guilty Content
Director: Christopher Tovo
Executive Producer: Jason Byrne
DOP: Calum Riddell
Digital Operator: Jake Lowe
Producer: Sheridan Wadelton
Production Coordinator: Jack Davies
Editor: Richard Hammer
Online/VFX: Jon Holmes
Colourist: Edel Rafferty
US Production: M*Star Studios
Producer: James Rohan
B – Cam Content: Sam Russo
Sound: Bang Bang
Sound Design/Composer: Sam Hopgood
Executive Producer: Holli Dee
Director: Polly McGregor
PR
US: The Romans & Brianne Pins
AU: Common State
Illustration & Craft: T&DA (Technology & Design Agency)
Label Design & Artwork: Clay Andrews
Top Image: Splash