Challenge

Marques de Casa Concha Heritage was a new release within a fairly traditional line composed by 12 wines. With this launch, we wanted it to be clear that this was the icon wine of the brand, and also to highlight its premium quality and its outstanding origin: the terroir of Puente Alto.

Our Approach

To bring forth the unique qualities of the Puente Alto terroir, we went to winemaker Marcelo Papa for his unique understanding of this D.O. As the secret-keeper of the tradition and wisdom of the vineyard, we got Papa to share his intimate knowledge and experience of this land and made him the centerpiece of the campaign.

Design-wise, we went for a black and white aesthetic that underscored the history and tradition behind the brand, and that also worked well with Heritage’s color palette, which is primarily black.

The Result

A well-received campaign that successfully associated the wine to the Puente Alto might and the vintner to the brand, in line with the growing trend of putting the spotlight on winemakers. Originally conceived for the Chilean audience, the campaign eventually made it to international markets and paved the way for new communication pieces and releases.