The boutique wine brand, based on Waiheke Island in New Zealand, has brought on Saatchi & Saatchi New Zealand, in collaboration with Digitas New Zealand, to create the new campaign.
It featuring a series of artistic videos that narrate the winery’s brand story. These videos, many of which incorporate AI-generated imagery created by Saatchi & Saatchi Studios, aim to convey the premium nature of Destiny Bay wines. One of the videos draws inspiration from a real-life incident in 2022, where Destiny Bay Magna Praemia 2015 was the only New Zealand bottle stolen among 56 exclusive international vintages.
The campaign’s messaging highlights the exclusivity of Destiny Bay wines with statements such as, “If you wouldn’t buy a $1000 bottle of wine, keep scrolling.” This approach underscores the brand’s premium positioning in the market.
In addition to the creative campaign, Destiny Bay’s website has been redeveloped by Digitas NZ into a global e-commerce platform. This redevelopment allows for direct sales of their cabernet blends worldwide for the first time, expanding the winery’s reach beyond New Zealand.
Atomic 212, a media agency under Publicis Groupe in Australia, is responsible for managing the performance monitoring and optimisation of the campaign’s online, social, and search engine marketing components.
Steve Cochran, Chief Creative Officer at Saatchi & Saatchi NZ, commented on the campaign: “Owners Mike, Ann, and Sean Spratt have an infectious enthusiasm for their land and the remarkable product it produces. Between them there’s almost a disbelief at the journey they’ve had and how they’ve ended up doing what they do and where they do it. It’s both inspiring and endearing. It’s that same sense of wonder – equal parts chance, dedication, and destiny – that inspired Saatchi & Saatchi to shape ‘This is Destiny’. Their story didn’t just inform the work; it became its emotional core, guiding the tone, narrative, and visual expression that brings the Destiny Bay journey to life.”
Mike Spratt, an owner at Destiny Bay, expressed his sentiments about the winery’s achievements: “We humbly know we make one of the most remarkable and distinctive cabernet blend wines anywhere. The fact that we can do so in such a beautiful place here in the Southern Hemisphere is still surreal to us. We just want to share that with more of the world, no less.”
Chris Brunner, Content Director at Digitas NZ, elaborated on the website redevelopment: “With such a premium product, we wanted to go further than a pure retail site. We drew on the essence of the Destiny Bay brand and its fusion of people, place and product to create not just a sale, but a story.”
Dining and Cooking