Finding your own Chateau with the Washington wine

(New Chateau St. Michelle campaign from Team One)

This summer, Chateau Ste. Michelle wants us to discover our own personal Chateaus…whether that’s a lakeside retreat or your own backyard. “My Chateau” isn’t a place. It’s a state of mind. 

The Reel 360 team is down.

To spread that sentiment, the brand has launched a new national campaign, executed with the help of AOR, Team One. “My Chateau” celebrates a brand-new look and feel for Chateau Ste. Michelle, including brand-new labels for its Columbia Valley and Indian Wells wines. This new work marks the largest marketing investment in the brand’s 50+ year history. 

Through Connected TV, Print, Digital, and Social executions, “My Chateau” plays on the unexpected. In the new spots, we don’t see lavish dinner parties or lively gatherings, instead, we find wine drinkers enjoying their own personal chateaus.

No grand ballroom, marble staircase or ivy-covered walls in sight. Your personal Chateau is wherever you feel your best. Where you can connect, unplug and find joy. With a glass of Chateau Ste. Michelle in hand. 

Francis Perrin, Chief Marketing Officer at Ste. Michelle Wine Estates notes, “At Chateau Ste. Michelle, we celebrate our 50+-year legacy of making world-class Washington wine, while taking bold steps toward the future to meet the needs of an ever-diverse audience of wine drinkers.  By elevating our brand, modernizing our packaging and investing in how we engage with consumers, our goal is to expand how and where people enjoy our wine.

REELated: The Summer ‘It’ cocktail, the Clamato Michelada

“The more modern, premium look and feel of our packaging and consumer campaigns more closely align with our incredible wine quality.  Through the My Chateau campaign, we will be investing heavily in highly targeted media to make sure we expose our dynamic brand story to the widest possible audience of wine drinkers over the next two years.  This media campaign is by far the largest Marketing investment in Chateau Ste. Michele’s history,”  adds Perrin.

“Right now, people want to play catch up on lost time. We set out to create a campaign that inspires people looking to take every moment, big or small, and make it more memorable and special. We want people to find that “chateau state of mind” – the one place where everything (your friends, your setting, your food, and wine) falls into place. Between the new labels, the elevated aesthetic and the highly-branded idea around the Chateau, this new work takes this storied brand to another level,”  says Jason StinsmuehlenExecutive Creative Director at Team One.

This campaign will run through the Summer and into the Fall, with a focus on the Seattle and Houston markets. 



CLIENT: Chateau Ste. Michelle

Chief Marketing Officer: Francis Perrin

AGENCY: Team One

  • Creative Director: Philipp Dietz
  • Associate Creative Director: Jon King
  • Producer: Claire Allman
  • Associate Producer: Emily Wold
  • Chief Creative Officer: Chris Graves
  • Executive Creative Director: Jason Stinsmuehlen
  • Chief Executive Officer: Julie Michael
  • Group Account Director: Emily Krueger
  • Account Executive: Elliot Klein
  • Account Supervisor: Katie Czerwonka
  • Sr. Social Strategy and Content Manager: Regina Maziarz
  • Director of Strategy: Nicole Cestaro
  • Media Director: Rinku Mahbubani
  • Associate Director of Business Affairs: Janet Anderson
  • Project Manager: Henry White
  • Director of Content: Sam Walsh


  • Director: Todd Selby
  • Executive Producer: Camilla Ferenczi
  • DP: Todd Selby

EDIT: Team One Multimedia

  • Editor: Jillian Corsie
  • Assistant Editor: Brian Gordon
  • Assistant Editor: Vicente Lopez
  • Producer: Cody Pittard

FINISH: Team One Multimedia

  • Flame Artists: MB Emigh
  • Graphics: Robert Johnston
  • Producer: Cody Pittard

TELECINE: Company 3

Colorist: Dave Hussey

MUSIC: Robot Repair

EP: Doug Darnell


Sound Mixer – Bob Gremore