2023 Winner

CASE SUMMARY

Saintly is a Gen Z wine brand that has become a top 10 VQA wine in just three years. Despite launching during a global pandemic, Saintly has thrived on digital and social media, but to become the #1 VQA wine, the brand needed to connect with consumers in the physical world. With 71% of Gen Z craving in-person experiences, Saintly decided to break through traditional wine sampling methods and create an atmosphere that Gen Z would vibe with.

To achieve this, Saintly launched the Saintly Revival campaign and created an activation component called the Saintly Sip'n'Suds. The activation was located on trendy Ossington St in Toronto and was hosted in a transformed laundromat. Over three days on Rosé Day weekend, consumers were invited to experience the Saintly brand and sample their wine. The space was decorated with a social media "heaven" and a party vibe that made the experience
fun and unforgettable.

To make the experience even more unique, Saintly collaborated with local creator @remixedbytal to create an exclusive drop of handmade upcycled merch that consumers could purchase and take a piece of the Saintly world home with them. The drop sold so quickly that more merchandise had to be commissioned
after the first day.

The activation became a creative hub for an omni-channel full funnel campaign, serving as a set for a product shoot with @briony for digital content and advertising, a living billboard on a bustling street, and a content creation destination for everyone who posted about the brand.

The campaign was a success, with 5100+ samples (13% over goal), 700 total UGC posted (75% over goal), and 9 million impressions in one weekend with minimal media. The business impact was also significant, with Saintly reaching #1 VQA Rose (by sales) nationally within three months of the brand activation.

Credits

Arterra Wines Canada (Client)
Marsha McFadgen - VP, Marketing
Emmanuelle Voirin - Director, Marketing
Gurston Allen - Senior Brand Manager
Anni Roussy - Associate Brand Manager
Chelsea Owen-Turner - Social Marketing Lead
Leila Natsheh - Digital Marketing Specialist

Bensimon Byrne (IAT LEAD / CREATIVE AOR)
Joseph Bonnici - Chief Creative Officer
Lorne Covant - Creative Director
Katherine Flores - Associate Creative Director
Megan Radisa - Copy Writer
Jessica Fraioli - Copy Writer
Laura Robinson - VP, Group Account Director
Alex Choi - Business Lead
Daliah Hijazi Marsons - Account Director
Kayla MacDonald - Senior Project Manager
Fontane Choi - Senior Account Manager
Melissa Da Costa - Director, Experiential
Jaclyn Kirk - Senior Account Manager, Experiential
Kayla Metcalfe - Account Manager
Kristina Kosa – Social Media Director
Rebecca Milner - Associate Director of Social Content
Alycia Kosonic - Content Creator
Ann Mathew - Social Media Specialist
Michelle Pilling - Head of Production
Sanjay - Studio Director
Rudy Cho - Studio Designer
Jamie Kaiser - Creative Technologist

Photography / Westside Studios
Briony Douglas - Photographer

Merchandise Production (Independent)
Natalya Amres - Sustainable Fashion Designer

PHD (Paid Media)
Katarina Kovinjalo - Group Account Director

Golin (PR and Earned Media)
Lindsay Peterson - Managing Director
Shaday Livingston - Account Director
Sangeeta Dwarka – Account Manager