The Greatest Wine Takeover in History
- St. Hugo & Dan Murphys
integrated/film/social/brand experience
Social Creative
We wanted to build mass awareness and excitement around DR3 Wines launching at Dan Murphy’s. So we created a film where Dan Ricciardo mistakenly rebranded an entire Dan Murphy’s store as Dan Ricciardo’s.
This playful mix-up kicked off a long-form storytelling campaign that unfolded across social and brand experience.
- Mumbrella Award for Collaboration 2025 finalist
Dan launched the campaign by going live with the film on social, seeding the idea that Dan Ricciardo’s was a real store, even encouraging fans to head down and grab a bottle.
The internet loved it — people started asking where the real store was, sparking a playful back-and-forth online between Dan and Dan Murphy’s about whether the store should actually exist.
In the end, Dan Ricciardo got his way and Dan Murphy’s came to the party with a full in-store takeover at Dan Murphys Alexandria, Sydney, IRL!
All a cheeky set-up of course.
Social
