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Penfolds Treasury Wine Estate brought its premium wine heritage to the streets of Central Hong Kong with a striking 3D billboard campaign at 26W, XGD Media’s flagship LED billboard at the entrance to Lan Kwai Fong.
The campaign leveraged the 3D anamorphic capabilities of the 26W screen to create an immersive visual experience that stopped pedestrians and captured attention across the busy Wellington Street intersection. Penfolds has a strong track record of experiential marketing in Hong Kong — the brand previously staged its “Venture Beyond” immersive wine experience in the city in January 2023, featuring digital installations, wine tastings, and a space-exploration theme to celebrate its latest Collection release. The 3D billboard at 26W extended this experiential approach to outdoor advertising, bringing Penfolds’ visual storytelling to one of Central’s most photographed locations. Positioned at the gateway to Hong Kong’s most renowned nightlife and dining district, the placement was a natural fit for a luxury wine brand. Lan Kwai Fong’s concentration of fine dining restaurants, wine bars, and premium F&B; outlets means the 26W billboard audience has exceptionally high relevance for Penfolds. Hong Kong remains one of Asia’s most mature fine wine markets, with an active collector base and strong demand for Australian premium wines — Penfolds’ parent company Treasury Wine Estates has identified Asia as a key growth region, with wine consumption in the region continuing to lead globally. The 26W billboard’s capabilities — including 3D anamorphic content, programmatic scheduling, and live-feed functionality — made it the ideal platform for a luxury wine brand seeking to create a moment of wonder on the street, extending the immersive brand experience beyond the event venue and into the daily life of Central Hong Kong.
Interested in showcasing your brand at 26W or any of our 30+ billboard locations across Hong Kong? Contact XGD Media for availability and rates.
