Launch in the Australian market.
Destiny Bay Winery is launching in the Australian market in a campaign via Saatchi & Saatchi NZ and Digitas NZ.
Many featured images were created entirely with AI by Saatchi & Saatchi Studios.
“Owners Mike, Ann, and Sean Spratt have an infectious enthusiasm for their land and the remarkable product it produces,” said Saatchi & Saatchi NZ CCO Steve Cochran.
“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.”
One campaign video is based on a real-life 2022 wine heist at a premium New Zealand retailer, where burglars carefully selected 56 exclusive international vintages - yet only one bottle from New Zealand made the cut: Destiny Bay Magna Praemia 2015.
“We humbly know we make one of the most remarkable and distinctive cabernet blend wines anywhere,” said Destiny Bay owner, Mike Spratt.
“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.”
Atomic 212° is leading the performance monitoring and optimisation of the targeted online, social and SEM campaigns.
“With such a premium product, we wanted to go further than a pure retail site,” said Digitas NZ content director, Chris Brunner.
“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.”
Credits
Saatchi & Saatchi NZ
Saatchi & Saatchi Chief Creative Officer - Steve Cochran
Head of Growth and Operations - Sarah Ansley-Jones
Executive Strategy Director - Tim Cullinane
Senior Business Director - Kimesha Gopal
Business Executive - Mackenzie Cooper
Design Director - Shiv Narandas
Content Creator - Nelson Rayner
Digitas NZ
General Manager - Nick Peat
Meredyth Dale-Gandar - Head of Strategy
Content Director - Chris Brunner
Senior Digital Producer - Marianne Deady
Head of Delivery - Louise Ruegg
Atomic 212°
Group Account Director - Devon Roberts
Performance Director - Natalie Cheung
Performance Manager - Vishwesh Shetty
Senior Planning & Trading Executive - Michael Storey
Herd MSL NZ
General Manager - Kat Day
Account Director - Sinelle Fernandez
