16.4.12

A masterpiece in wine






Wine labels are similar to luxury brands in that as a group, they have been collectively resistant to marketing innovation, believing that the quality of the product is good enough marketing in itself. This interactive billboard and the wider art project it comes from is a beautiful idea supported by a clever use of SMS technology.

They don't drink a lot wine in Latin America. Drinkers in France and Italy happily quaff between 50-60 litres of the stuff annually per capita, which makes the Colombian average of 0.26 litres seem a particularly restrained amount.

But the local market for wine has been steadily increasing over the past decade, and Argentinean label Bodega Navarro Correas has been capitalising on this trend and celebrating the work of local artists with its 'Arte por dentro y por fuera' campaign. Translated as 'art inside and outside', this campaign is based on the idea that if Bodega Navarro Correas produces a masterpiece inside the bottle, its consumers can produce masterpieces on the outside.

This amazing billboard in Colombia is the latest expression of 'Arte por dentro y por fuera', and proves that you can create an arresting work of art with wine, robotics and a little bit of SMS technology.









BRAND: Bodega Navarro Correas
BRAND OWNER: Diageo
CATEGORY: Drinks (alcoholic)
REGION: Colombia
DATE: August - August 2011
AGENCIES: Alpha 245, Leo Burnett

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