Snoop Dogg honours Tupac with ‘Kingz of Cali’ wine release and global campaign via Splash
Cali by Snoop has dropped its most iconic wine yet: Kingz of Cali – a limited-edition release built around a deeply personal tribute from Snoop Dogg to Tupac Shakur, marking 30 years since the launch of their legendary single, ‘2 of Amerikaz Most Wanted’.
The campaign, conceived and delivered end-to-end by Treasury Wine Estates’ (TWE) in-house creative agency Splash, launches March 10 in the U.S (March 11 in Australia) across OOH, social, augmented reality and film. At the heart of the campaign is a powerful 90″ film starring Snoop Dogg, captured in Los Angeles, where he reflects on his friendship and creative bond with Tupac while revisiting archival footage from the 1996 ‘2 of Amerikaz Most Wanted’ music video shoot. The film closes with Snoop pouring a little out for ‘Pac – a symbolic tribute he’ll also seed across social, inviting fans to do the same.
“It’s hard to believe it’s been 30 years since Pac and I got together to make ‘2 of Amerikaz Most Wanted.’ Nobody did it like us, and I can’t think of a better way to honor his legacy than with a drink,” says Snoop Dogg. “This wine is perfect for celebrating with loved ones, and I’m looking forward to the people pourin’ a little out with me for my friend.”
TWE’s in-house agency Splash led the creative from end to end, from label design and brand world, through to campaign idea, film, and rollout – shaping the tribute into a multi-channel cultural moment.
“It’s been an absolute privilege to work with Snoop Dogg and the Tupac Estate to develop a wine celebrating this historic collaboration, and worthy of two of Hip Hop’s greatest Icons,” says John Wardley, Senior Vice President of Brand, Innovation, and Partnerships at Treasury Wine Estates. “The ‘Cali by Snoop’ range has always pushed the boundaries of traditional wine culture. We are proud to honor Tupac and Snoop’s legacy with a truly unique wine.”
This marks Splash’s first global campaign, a great endorsement of how an in-house agency based in Melbourne can lead global creative projects and deliver a world-class result.
“This campaign represents a step change for Splash. As our first global launch, we owned every aspect – from strategy through to creative, production and label design – bringing creativity closer to the business than ever before. We’re incredibly proud of the result,” says Elsa Beaumont, Director of Splash.
The film was produced in partnership with Guilty and directed by Christopher Tovo, designed to connect the 30-year anniversary of ‘2 of Amerikaz Most Wanted’ with the Snoop of today. With such meaningful subject matter at the core, capturing authenticity was key to the storytelling.
“This campaign presents a more intimate, reflective side of Snoop, trading swagger for vulnerability as he revisits memories of his close friend and collaborator. Authenticity guided every decision and detail – from label design and scripting through to styling and music composition,” said Phil van Bruchem, Creative Director of Splash.
Released under the ‘Cali by Snoop’ collection, the brand takes on different names in global regions – ‘2 of Amerikaz Most Wanted’ in the US and ‘Kingz of Cali’ in Australia.
Splash (IHA Treasury Wine Estates)
Director: Elsa Beaumont
Creative Director: Tom Opie
Creative Director: Phil van Bruchem
Design Director: Marni Burger
Head of Business Management: Hayley Sparshott
Project Directors: Elyse Paone, / Claire Yencken
Art Director: Britt Manning
Copywriter: Eliza Katsourakis
Senior Designer: Matt Ebeling
Social editor: Maddy Bos
FA/Retoucher: Aaron Wood
Client (Treasury Wine Estates)
Managing Director: Angus Lilley
GM Marketing Strategy and Insights: Adele Felsch
Senior VP, Brands, Innovation and Partnerships, US: John Wardley
Head of Global Brand and Innovation, US: Fernanda Lopes
Global Innovation and Partnerships Manager, US: Courtney Lee
Global Brand Director, Cali By Snoop, US: Jon Solimando
Strategic Communications Leader, US: Susan Whitman Bell
Strategic Communications, US: Mariel Dozer
Brand Management, US: Oliva Prewitt & Gita Deshpande
Brand Management AU: Georgie Ingram
Marketing Manager, Shopper ANZ: Annie Cummins
Marketing manager Digital & Social: Ari Wytwornik
Production Company: Guilty
Director: Christopher Tovo
Producer: Jason Byrne
DOP: Calum Riddell
Stills Photographer: Christopher Tovo
Digital Operator: Jake Lowe
Stills Retoucher: SheTouch
Producer: Sheridan Wadelton
Production Manager: Jack Davies
Editor: Richard Hamer
Online/VFX: Jon Holmes
Colourist: Edel Rafferty
US Production: M*Star Studios
Producer: James Rohan
B – Cam Content: Sam Russo
Sound: Bang Bang
Sound Design/Composer: Sam Hopgood
Executive Producer: Holli Dee
Director: Polly McGregor
PR
US: The Romans & Brianne Pins
AU: Common State
Label
Illustration & Craft: T&DA (Technology & Design Agency)
Label Design & Artwork: Clay Andrews