Australian ready-to-drink cocktail producer Curatif has launched its first national outdoor advertising campaign, which has been developed by creative’s Marx Design and buying agency Assembled Media.
The outdoor campaign launched at the end of last month and comprises a series of illustrations displayed on 72 of Australia’s most impactful large-format roadside billboards and over 1,000 small-format digital screens across the nation.
For Curatif Managing Director & Co-founder Matt Sanger, the campaign is a milestone moment.
“This campaign is not just marketing or merchandise, we’ve created memorabilia — art, if it’s not too ostentatious to say so? — that is as comfortable on a billboard next to a high street as it is on the wall of a five-star hotel,” Sangar said.
“Our aspiration has always been to create the incredible. Curatif cocktails are the best and most awarded cocktails in the world, we took that same drive and direction with this art and the result is stop-and-stare incredible.”
Lead by Marx’s Tristan O’Shannessy and Maddy Shieff, the design duo drew inspiration from early revolutionary campaigns of iconic Italian apéritifs.
“Our creative direction was inspired by the illustrative posters created by spirit brands such as Campari and Aperol in the early 1900s. We took a lead from that golden age of spirits advertising and contemporised it for today’s cocktail drinker,” said O’Shannessy.
Adding character, colour, and communicative illustrations, the considered designs offer an insight into each cocktail’s beginnings and taste profiles.
Shieff said: “Curatif’s packaging design centres around playful motifs that reference the heritage of the cocktail it represents. We expanded on this by ensuring each illustrative component centres around three core themes: the origins of the cocktail, the ingredients used and/or the traditional serving of the cocktail. These elements are tied together in a somewhat subversive manner, capturing the balance of playfulness and sophistication that the Curatif brand embodies.”