Campo Viejo launches vibrant ad campaign in quest to be a more ‘distinctive’ brand
The wine brand wants us all to live life to the fullest and add a little spontaneity to our day.
For its latest master brand campaign, Spanish winemakers Campo Viejo has developed a colorful campaign to bring a little joy to our screens.
In ‘Add some Pasión,’ viewers see people using various household items in unique ways. A humble tomato becomes the centerpiece of a dining table, a chair transforms into an art installation and a grape is used to dye clothes…and of course, make wine.
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CPB is the creative agency behind the project, which was briefed to develop a global campaign that evolves Campo Viejo into a more distinctive and culturally relevant brand, representing contemporary Spain.
Dave Day, executive creative director at CPB London, said: “There are platitudes, and then there are profound insights: anything can literally be extraordinary if you add some pasión. It’s intuitive for the Spanish, and it'”s a sentiment we’ve really leaned into in this global work – serving up something that’s utterly full of life, vibrant and joyful.”
The campaign will also be rolled out through print and out-of-home activations. The colorful posters feature snippets of the graphic shapes that have previously sat behind the bottle in brand campaigns, to tell a more vibrant story.
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