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About J. Walter Thompson New York

For the past 150 years, JWT New York has been about marrying intelligent, sophisticated ideas to the technological innovations of the moment. As the headquarters of a global network of more than 10,000 people in 90 offices in more than 200 countries, we are indeed “worldmade”. Inspired by and of the world and taking those global insights and combining them with technology to deliver highly relevant communications across a wide array of platforms – paid, owned, co-created and earned -- for the brands that we serve.

We believe that brands today must be “smart brands” in that they must reinvent and reimagine themselves at the edges of the social/digital graph to meet the ever changing needs and expectations of individual users and communities in a closed-loop fashion so that they may adapt to fit the needs of individuals and not mass markets in as close to real time as possible.

In this ever-changing environment, our mission is to build creative platforms that combine the best of traditional, digital and below-the-line advertising in both paid and owned media; augment that with partnerships and co-creation with consumers and other brands; and complete the smart brand ecosystem through driving participation and evangelism through mobile and social media. We encourage the brands entrusted to our care to take risks, learn from the marketplace and reconfigure themselves to fit the meme and the moment. This is how smart brands gain increasingly cultural relevancy and iconic status. In shorthand being a smart brand is nothing more, nothing less than Do>Learn>Change. 

Latest News

Renowned #FollowMeTo Photographer Shoots New Beringer Vineyards Advertising Creative

”Better Beckons” Campaign Celebrates Belief that the Best has Yet to Come

Beringer Vineyards, one of the most acclaimed producers in Napa Valley, announces the launch of Better Beckons, its 2016 multichannel advertising campaign inspired by hand-holding, Instagram sensations Murad and Nataly Osmann. Known for shooting breathtaking photographs of his wife leading him all over the world, Murad has captured the brand’s promise to “bring the better” to consumers in a series of campaign visuals that evoke Beringer’s authentic American heritage.

Beringer Vineyards was founded in 1876 by two brothers from Germany, Jacob and Frederick Beringer, who built their legacy on the pioneering belief that great wine could be made in Napa. Today, one of California’s most iconic wineries known for quality at a variety of price points, Beringer’s storied heritage is rooted inthe spirit of American optimism - the belief that the best has yet to come.


Better Beckons is a natural extension of my photography style, as it invites viewers to experience authentic and unique moments,” observed Osmann, creative director behind the campaign. “Photographing material from a first-person perspective is ideal to capture one’s own sense of curiosity and create an optimistic view that suggests there is more to be seen.”

In the style of his “Follow Me To” series, named one of the “25 Best Travel Instagram Accounts” by Frommers, Murad Osmann has photographed six forward-looking images for Beringer that depict his now wife Nataly, reaching back for his hand and leading him forward. With a bottle from awarded Beringer’s Private Reserve collection in her hand, she beckons the viewer towards beautiful places all over the U.S. including the Rhine House at Beringer Vineyards, the Golden Gate Bridge, a lighthouse on New York’s Fire Island, and the New York City skyline.

“Wine is fundamentally an experience, and one that Beringer promises to make a better one with our unparalleled history and the quality of our wines,” said Seth Hynes, Vice President, Marketing, at Treasury Wine Estates. “Through the Better Beckons campaign, we wanted to visually capture Beringer’s belief that a better tomorrow is always beckoning, and a spirit of American optimism that can and will lead us there. The imagery and perspective created by Murad and Nataly truly brings this ethos to life through a modern lens.”

Better Beckons was created by J. Walter Thompson, one of the world’s best known marketing communications agencies based in New York City under the direction of Executive Creative Director, Ben James and Head of Art & Design, Aaron Padin. The multimedia campaign, which will launch in fall 2015 and run across owned and partner channels through June 2016, will run in consumer and trade print titles including Conde Nast Traveler, Food & Wine, the Wall Street Journal and others. Digital content will appear online in platforms including bon appétit, Robb Report,and Travel + Leisure, etc.  Additionally, out-of-home advertising is slated in New York, Los Angeles, and Dallas. 

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