Stoneleigh is deeply committed to sustainability, land regeneration and biodiversity in both its vineyards, production and brand values. To share these values with wine drinkers, it committed to making a generous $500,000 donation to support biodiversity causes. The problem was, how to include consumers globally and let them know that wine can do good and taste good too.

With climate change taking a higher priority in global news cycles, Stoneleigh wanted to show consumers that their small choices, like the wine they buy, can do good for nature without sacrificing taste, convenience and choice. Our strategy aimed to spark conversations about sustainability and biodiversity over a glass of wine through an engaging and interactive brand activation, fuelled by Stoneleigh’s generous donation.

The key element of our activation was a website that empowered our audience to choose where their $1 portion of Stoneleigh’s total donation would go. Choosing from three local biodiversity organisations, we made the experience tactile using a“Stoneleigh Coin” element that could be dragged onto the desired recipient. The experience was flanked by a campaign newsletter full of information about the donations globally, capturing email addresses, as well as in-store signage.