{"id":14218,"date":"2025-07-23T03:31:07","date_gmt":"2025-07-23T12:31:07","guid":{"rendered":"https:\/\/staging.argency.com\/caso\/vina-tarapaca\/"},"modified":"2026-07-29T07:08:14","modified_gmt":"2026-07-29T16:08:14","slug":"vina-tarapaca","status":"publish","type":"caso","link":"https:\/\/staging.argency.com\/en\/caso\/vina-tarapaca\/","title":{"rendered":"Vi\u00f1a Tarapac\u00e1"},"content":{"rendered":"\t\t
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Vi\u00f1a Tarapac\u00e1<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Strategy<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Branding<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Spot<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"jan-nedbal-vi\u00f1a\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t
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Client<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Vi\u00f1a Tarapac\u00e1<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Industry<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Wine \u00b7 premium wines from Chile.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Global positioning strategy, brandbook, visual narrative and audiovisual production.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t

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A Legacy of Excellence<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t

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An international team, two intense days of shooting and a visual narrative worked on for months.<\/p>\n

That was the production of the spot that marks a new stage in Vi\u00f1a Tarapac\u00e1’s brand building, consolidating its positioning in key markets such as Chile, Brazil and the Czech Republic.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t

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Since mid-2024, at Argency<\/strong> we have been working alongside Vi\u00f1a Tarapac\u00e1<\/strong> on the development of a global positioning<\/strong> strategy, with the aim of strengthening its presence in strategic markets. Under the claim "Vi\u00f1a Tarapac\u00e1: 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.<\/p>\n

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.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t

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A High-Impact Spot for Three Different Markets<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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<\/strong>, 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.<\/p>\n

That is how the incredible story that led us to Jan Nedbal<\/strong> 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<\/strong>. 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<\/strong>.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t

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See the social media content here by clicking on this image 👆<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t

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A High-Level Production with Hollywood Technology<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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With a team of 50 people<\/strong>, we organized a large-scale shoot at Vi\u00f1a Tarapac\u00e1’s iconic manor house. In partnership with our strategic partners Natanael and Joe Navas<\/strong>, we carried out a production that combined top-level technology and a team of specialists in every area.<\/p>\n

The shoot was done with an Arri Alexa<\/strong>, the same technology used in Hollywood film productions, ensuring top-level visual quality. In addition, the production was divided into two working units:<\/p>\n

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  • Main filming unit:<\/strong> Focused on producing the main spot with a full team of direction, cinematography, art and wardrobe.<\/li>\n
  • Digital unit:<\/strong> In charge of generating exclusive content for social media, ensuring a strong presence for the campaign on digital platforms.<\/li>\n<\/ul>\n

    Photography and backstage:<\/strong> 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.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t

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    Watch the backstage here 👇<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    <\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":14219,"template":"","categoria":[357,348],"class_list":["post-14218","caso","type-caso","status-publish","has-post-thumbnail","hentry","categoria-campanas","categoria-wine"],"acf":[],"yoast_head":"\nVi\u00f1a Tarapac\u00e1 - Argency \u2013 Agencia de publicidad y dise\u00f1o | Mendoza, Argentina<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/staging.argency.com\/en\/caso\/vina-tarapaca\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vi\u00f1a Tarapac\u00e1\" \/>\n<meta property=\"og:description\" content=\"Vi\u00f1a Tarapac\u00e1 Strategy Branding Spot Client Vi\u00f1a Tarapac\u00e1 Industry Wine \u00b7 premium wines from Chile. 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