DEEP – Nyetimber

A Perfectly British Summer: Deep create summer campaign for luxury sparkling wine brand, NyetimberAdditional collaboration with leading illustrator Matt Richards on unique animations bringing to life the history of the Nyetimber estateLondon, UK, July 2019: Independent creative design agency Deep has created a nation-wide summer campaign for Nyetimber, the world-renowned English sparkling wine producer based in West Sussex. The film and digital campaign reinforces Nyetimber’s position as an experiential, luxury lifestyle brand, ultimately driving new and greater consumer awareness.Charlie Eiles, brand and digital strategy director at Deep commented: Channelling Nyetimber’s British heritage and positioning it as an aspirational, lifestyle brand was integral to our approach. With their attention to detail and quality, Nyetimber wines are regarded as genuinely world-class, and as they drive international brand recognition it was important to develop an impactful campaign which channelled Nyetimber’s British heritage, positioning it as an aspirational lifestyle brand and communicating these values to consumers through the most modern methods at our disposal.Deep began by creating a summer campaign video entitled “The Experience of a Lifetime”. The film, which will be played at major UK train stations in July, focuses on a group of friends having a picnic and enjoying Nyetimber in the height of British summer. The aim of this was to reflect the unique, joyful experience of sharing the wine, and give a sense of British exuberance. Clips of winemakers Cherie Spriggs and Brad Greatrix are also integrated into the video, revealing the care paid in the vineyards, the detailed winemaking process and the true craftmanship involved in creating every bottle of Nyetimber wine.The rich history of Nyetimber was further brought to life through beautiful animations – the result of a collaboration between Deep, Nyetimber and talented illustrator Matt Richards. The animated film and gifs reveal the long and eventful history of the Nyetimber estate through Matt’s signature ‘loose and inky’ style. Each animation is a photo shop file of up to 300 layers of drawings including; ink drops, lines and shading that were then built up to create the natural aesthetic seen in the video. Matt Richards, illustrator commented: “This was a very special project to be involved with. Having spent time at the Nyetimber estate, the Deep team and myself were fully immersed in the abundant history behind the Nyetimber story, exploring the wonderful Estate, Manor house and West Sussex vineyards, tasting the wine and learning about the various recommended pairings. This is where my inspiration for the drawings came from; understanding the unique positioning of Nyetimber and the sparkling wines and drawing everything back to the brand’s proud British heritage.”As a creative partner of Nyetimber, Deep also developed a new user experience strategy for the Nyetimber website. This involved redesign and build, as well as integrating a new ecommerce platform allowing consumers to more easily access Nyetimber’s portfolio of wines and bespoke experiences. The website will underpin Nyetimber’s customer-centric positioning and support its plans for further international expansion.Louisa Corben, Head of Marketing at Nyetimber commented: “Having worked with Deep on our 1086 launch campaign last year and now our Summer campaign, the team really understand the Nyetimber ethos and have helped us communicate this, as well as enhance our positioning, in the most creative and authentic way. We’re really pleased to be working with Deep as we continue to grow our brand. This campaign is designed to communicate the authenticity, elegance and grace of the Nyetimber brand and its position as the pre-eminent English sparkling wine, while driving brand awareness to new heights by speaking to both existing and new audiences. With a strong focus on digital and social activation, the campaign embraces the brand’s omnichannel, marketing-led approach. Through our new website we will be able to ensure the highest quality of consumer interaction, with our portfolio of world-renowned sparkling wines and at our events and experiences, as well as speak to past, present and future consumers in the most meaningful way.”