Catalonia, Where Wine Is Culture
The campaign aimed to celebrate the diversity of Catalonia's wine regions by uniting all 11 Denominations of Origin in a single communication effort. A central television ad showcased each D.O., emphasizing their unique characteristics while creating a cohesive narrative. This unified approach elevated the profile of Catalan wines, fostering a collective identity among the D.O.s and making a lasting impact on local wine culture.
One Vision, 11 Expressions
We developed a central creative concept that highlighted the diverse landscapes of Catalonia’s terroirs, serving as the backbone of our campaign. Additionally, we created eleven customized pieces, each representing a specific Denomination of Origin (D.O.), ensuring their unique identities while maintaining cohesion within the overall campaign (see the two examples below).
For dissemination, we employed a dual strategy: promoting the central creative through general media for broad visibility while targeting local press and platforms with tailored creatives for each D.O., enhancing their community presence.
Celebrating Local Excellence
The campaign featured a central piece along with 11 variations, ensuring that each D.O. had its own advertisement. This approach fostered a sense of belonging to the larger campaign while enhancing local visibility. To launch the campaign, we organized an event inviting representatives from the D.O.s and their winemakers, creating a celebration dedicated solely to them where we recognized their hard work and dedication.
