Western Australian winemaker Fifth Leg, based in Margaret River continues to win awards for “Operation Kerplonk“, a wine amnesty campaign run between May and July 2009. The campaign has been included in the D&AD (Design and Art Direction) 2010 book in the integrated category, recognition for a website www.operationkerplonk.com.au, an educational video, a personalized video outlining offenders’ wine crime, outdoor, radio, and magazine ads. On the National Day of Action, July 7, 2009, over 3,000 bottles were swapped at Drop Zones around Australia between 5 and 9 pm. The Dobber campaign, run online between 11 May and 7 July, invited visitors to nominate a friend who had brought inferior wine to a social function. Over 7,000 people were dobbed in to Fifth Leg, with the winners (dobber and dobbed) awarded a case of Fifth Leg wine each.
Click on the image below to play the Operation Kerplonk commercial in YouTube (HD)
The Operation Kerplonk campaign was developed at DDB Sydney by executive creative director Grant Rutherford, creative director Jim McKeown, interactive creative director Nick Cummins, copywriter Jim McKeown, art director Grant Rutherford, agency producer Carol Sinclair. Filming was shot by director Paul Baiguerra via PABA Media.