nico deyer
advertising & art direction
Paula's Version, 120 Santa Rita
Brief: TBWA (Des Creedon)
The chilean wine "120" with more than 150 years is one of the most popular wines in Chile. Vineyard Santa Rita asks for a campaign based on its "Traditionally Untraditional" line. A strategy that wants to keep the traditional consumers and speak to younger cohorts.
Insight
Paula Jaraquemada sheltered 120 soldiers who fought for Chile's independence. By opening her door, she led the future forward. And chilean wine culture is untraditional, original and fun.
Paula’s Version is about traditions blending into the future. Where there is space for everyone to enjoy how they wish, were Chilean wine culture is exhibited to the entire world. It’s her Era, so it’s her Version.
Rationale
By showing the original and untraditional ways chilean people have been traditionally drinking wine. A pleasant shock will attract more new consumers while maintaining regular ones. Given wine is the second most drank alcoholic beverage in Ireland, showing cocktails and different ways to drink it will create more word of mouth and salience to the products and the brand. Saying is Paula’s version shows the relation behind her story and 120's heritage. The nudge to Taylor Swift is leaning towards fun and tapping contemporary culture phenomena. Also, girl winos tend to love Ms. Swift. This campaign would be shown from September the 9th (Paula’s passing away) during the whole independence month. (18 sept)
Paula’s version would be a website, carrying the recipes of such cocktails, and funny stories behind its history, as if Paula herself wrote it. In relation to the “120 horas” contest, Paula would post on her website on different regions of Chile (The longest country on planet Earth) showing the different ways people drink wine. The OOH pieces will create eye-catching and odd visuals to call people. Meanwhile, the Film piece will show a quick frame of Paula opening the door of her estate, while white light floods the room and the shot.
Then a series of scenes of chilean in the 21st century enjoying the different ways to drink 120 alongside every regions and climates. See next page.