{"id":15274,"date":"2022-04-17T04:23:23","date_gmt":"2022-04-17T13:23:23","guid":{"rendered":"https:\/\/staging.argency.com\/malbec-the-argentine-name\/"},"modified":"2026-08-03T07:15:17","modified_gmt":"2026-08-03T16:15:17","slug":"malbec-the-argentine-name","status":"publish","type":"post","link":"https:\/\/staging.argency.com\/en\/malbec-the-argentine-name\/","title":{"rendered":"Malbec: The Argentine name."},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15274\" class=\"elementor elementor-15274 elementor-10290\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-185de2f e-con-full ed-body e-flex e-con e-parent\" data-id=\"185de2f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-4707aaf container ed-article__head e-flex e-con-boxed e-con e-parent\" data-id=\"4707aaf\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-93ffbf3 e-con-full ed-article__topline e-flex e-con e-parent\" data-id=\"93ffbf3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-68d0d52 eyebrow ed-article__eyebrow ar-reveal elementor-widget elementor-widget-heading\" data-id=\"68d0d52\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Argency<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-174c963 e-con-full ed-article__meta e-flex e-con e-parent\" data-id=\"174c963\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-490d02a ed-article__meta-left elementor-widget elementor-widget-heading\" data-id=\"490d02a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">17 April, 2022<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-81ccb32 ed-article__meta-right elementor-widget elementor-widget-heading\" data-id=\"81ccb32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">2 min de lectura<\/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<div class=\"elementor-element elementor-element-7b374fd ed-article__title ar-reveal elementor-widget elementor-widget-heading\" data-id=\"7b374fd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Malbec: The Argentine name.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e1fb08 ed-article__lead ar-reveal elementor-widget elementor-widget-text-editor\" data-id=\"1e1fb08\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Scanning the QR codes on Mendoza&#8217;s pavement, bottles appear bearing names that need no surname.<\/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<div class=\"elementor-element elementor-element-ced7867 e-con-boxed ed-wide ed-hero e-flex e-con e-parent\" data-id=\"ced7867\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b35100d ed-article__hero pj-figure ar-mask elementor-widget elementor-widget-image\" data-id=\"b35100d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1245\" height=\"625\" src=\"https:\/\/staging.argency.com\/wp-content\/uploads\/2022\/04\/malbec_fuente.jpg\" class=\"attachment-full size-full wp-image-15275\" alt=\"Malbec. Realidad aumentada. Argency\" srcset=\"https:\/\/staging.argency.com\/wp-content\/uploads\/2022\/04\/malbec_fuente.jpg 1245w, https:\/\/staging.argency.com\/wp-content\/uploads\/2022\/04\/malbec_fuente-300x151.jpg 300w, https:\/\/staging.argency.com\/wp-content\/uploads\/2022\/04\/malbec_fuente-1024x514.jpg 1024w, https:\/\/staging.argency.com\/wp-content\/uploads\/2022\/04\/malbec_fuente-768x386.jpg 768w\" sizes=\"(max-width: 1245px) 100vw, 1245px\" \/>\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<div class=\"elementor-element elementor-element-3e9cd0e e-con-boxed ed-read e-flex e-con e-parent\" data-id=\"3e9cd0e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-be8a57b ed-prose__h2 elementor-widget elementor-widget-heading\" data-id=\"be8a57b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">All of a sudden Mendoza swapped tiles, floors and cobblestones for a strange pavement: QR codes. When scanned, each code projected a wine bottle built with Augmented Reality. On their labels you could read, at random, different names associated with Argentine culture: Charly, Mercedes, Diego, Jorge Luis, Alfonsina and, of course, Malbec. Names that unmistakably, and with no need for a surname, point to our identity.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38c59aa ed-video ar-reveal elementor-widget elementor-widget-video\" data-id=\"38c59aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;youtube&quot;,&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/y2GXrgyzJbE&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0384a96 ed-prose elementor-widget elementor-widget-text-editor\" data-id=\"0384a96\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A new execution that, as we do every year, we conceived to showcase Malbec and, why not, to thank it for its decisive role in the culture, identity and economy of Argentines. This time we leaned on technology and its inexhaustible means of innovation: an AR+ execution from a simple QR code, with no extra apps and no bureaucratic, boring experiences.<\/p>\n<p>\u00a0<\/p>\n<p>This development was made possible by the strengthening of The Garage, our digital division whose mission is to create tools that improve the user experience as well as the possibilities for creative growth and its impact on other industries.<\/p>\n<p>\u00a0<\/p>\n<p>On this occasion we also had the support of Denise Vilouta, the Industrial Designer in charge of the 3D models of the bottles, as an approach we practice as a goal: to strengthen local creativity with a global vision, through collaboration with artists.<\/p>\n<p>Because of our origin and where we live, we hold a special affection and an eternal gratitude for Malbec: it is at the center of one of our main industries, the vehicle for our expansion and specialization and the daily inspiration for new creative challenges.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c66d1c ed-prose__h2 elementor-widget elementor-widget-heading\" data-id=\"0c66d1c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">To see the augmented reality click here<\/h2>\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<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Scanning the QR codes on Mendoza&#8217;s pavement, bottles appear bearing names that need no surname.<\/p>\n","protected":false},"author":9,"featured_media":15275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[134,21,16,137,13,246,147,14],"tags":[],"class_list":["post-15274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-argency","category-casos","category-digital","category-mendoza","category-publicidad","category-realidad-aumentada","category-revolucion","category-wine"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.5 (Yoast SEO v28.1) - 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