JACOBS CREEK
Made by moments
Some meals become memories. From family dinners to first dates, these moments stay with us for life, no matter where we’re from or who we become. Made by Moments is a global campaign that brings Jacob’s Creek sponsorships to life through the stories behind meaningful meals. Launched at the Australian Open, it features Novak Djokovic sharing two personal moments, starting with his first date with his now wife.
The second film was a story from Novak’s childhood, centred on family gatherings sharing česnica, a traditional Serbian cake symbolising health, prosperity and good fortune.
The films were picked up by TV stations airing the Australian Open, and were run during dwell times in the live telecast. This represented significant value in earned media with a global audience. Novak also went on to win the Australian Open men’s singles title in straight sets.
The campaign continued with live events at Grand Slam tournaments such as Wimbledon. Novak is known for his passion for food and nutrition, and hosted live cooking events, offering fans an exclusive opportunity to discover his favourite dishes and the stories behind them, complemented by Jacobs Creek wines.
Novak Djokovic also shared the films across his own social channels, with a combined audience of 23M followers.
