AUCKLAND, Today: Destiny Bay Winery has unveiled This is Destiny, a fresh creative platform from Saatchi & Saatchi NZ and Digitas NZ, spotlighting the serendipitous origins of the boutique Waiheke Island wine brand.
Its backstory blends geology and luck, from the island’s formation to the moment a newly arrived family found a hidden valley for sale and decided vines belonged there.
The launch rolls out first in Australia with artistic films introducing the brand, many built using AI-generated imagery crafted by Saatchi & Saatchi Studios.
Steve Cochran, CCO at Saatchi & Saatchi NZ says, “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.
“We humbly know we make one of the most remarkable and distinctive cabernet blend wines anywhere.” – Mike Spratt, Owner at Destiny Bay
“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 film dramatises a real 2022 wine heist where thieves stole 56 rare international bottles but chose just one from New Zealand: Destiny Bay Magna Praemia 2015.
Other executions lean boldly into luxury positioning, declaring, “If you wouldn’t buy a $1000 bottle of wine, keep scrolling.”
Mike Spratt, Owner at Destiny Bay says, “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.”
The push directs audiences to destinybaywine.com, rebuilt by Digitas NZ as a global e-commerce hub so customers worldwide can buy its cabernet blends directly for the first time.
Chris Brunner, Content Director at Digitas NZ says, “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.”
Atomic 212°, part of Publicis Groupe in Australia, is handling performance tracking and optimisation across the campaign’s targeted online, social and SEM activity.
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