An unlikely pairing
Australia’s biggest wine maker sponsoring England Cricket? There was no getting away from the fact that this was an odd pairing, so Hardys owned the Ashes by facing the weirdness head on.
Focusing on how downright wrong it would seem to the Australian Hardys workers when they find out about the sponsorship, the integrated campaign ran across TV, social, online and print.
Not only were England Cricket fans loving seeing Aussies get racked off during an Ashes year, the campaign picked up an Epica Award and a Cannes Lions award.