Viña Tarapacá
Wine · premium wines from Chile.
Global positioning strategy, brandbook, visual narrative and audiovisual production.
A Legacy of Excellence
An international team, two intense days of shooting and a visual narrative worked on for months.
That was the production of the spot that marks a new stage in Viña Tarapacá’s brand building, consolidating its positioning in key markets such as Chile, Brazil and the Czech Republic.
Since mid-2024, at Argency we have been working alongside Viña Tarapacá on the development of a global positioning strategy, with the aim of strengthening its presence in strategic markets. Under the claim "Viña Tarapacá: A Legacy of Excellence", the brand seeks to consolidate its image in Chile, Brazil and the Czech Republic, highlighting its tradition, its quality and its privileged origin.
The development of this strategy required six months of creative work, in which a brandbook, the visual narrative and the communication axes that would guide both the campaign’s main spot and the social media content and the Key Visual were defined.
A High-Impact Spot for Three Different Markets
One of the great challenges of this production was creating a campaign that would resonate in markets very different from one another. The Czech Republic is the main target market, followed by Brazil and Chile. To achieve a more authentic connection with the Czech audience, the decision was made for the lead to be an actor well known in that country.
That is how the incredible story that led us to Jan Nedbal came about, a Czech actor who was recommended during a dinner between our client and their distributor in the Czech Republic. The coincidence was astonishing: when we reached out through Instagram, we discovered that Jan was in southern Chile at that very moment. This unexpected connection eased the negotiations and led to a signing not only as the lead in the spot, but also as brand ambassador in the Czech Republic for three years.
See the social media content here by clicking on this image 👆
A High-Level Production with Hollywood Technology
With a team of 50 people, we organized a large-scale shoot at Viña Tarapacá’s iconic manor house. In partnership with our strategic partners Natanael and Joe Navas, we carried out a production that combined top-level technology and a team of specialists in every area.
The shoot was done with an Arri Alexa, the same technology used in Hollywood film productions, ensuring top-level visual quality. In addition, the production was divided into two working units:
- Main filming unit: Focused on producing the main spot with a full team of direction, cinematography, art and wardrobe.
- Digital unit: In charge of generating exclusive content for social media, ensuring a strong presence for the campaign on digital platforms.
Photography and backstage: In addition to the spot’s images, a photography team recorded key moments of the shoot, capturing material for the Key Visual and social media content.
Watch the backstage here 👇
