“Traditionally non-traditional” is the new positioning of the best-selling wine brand in Chile and Ireland that, for the first time in the wine industry, makes use of technology deepfake.
A new global campaign is launching 120, Viña Santa Rita’s strategic brand that is positioned as the best-selling in Chile and Ireland, and whose protagonist is Paula Jaraquemada, key figure of Chilean independencewho precisely inspired the creation of line 120.
For the first time in the wine industry, Artificial Intelligence (AI) was used to bring to the present this iconic character who in 1818 challenged the norms of the time and opened the doors of his house to shelter 120 soldiers of the patriotic army. In this way, through the use of technology and available historical evidence, Paula Jaraquemada’s face was digitally reconstructed and Deepfake was applied to the protagonist of the campaign to be as accurate as possible.
“With this campaign we seek to show that, although 120 is a traditional brand with more than 50 years of history, it is not anchored in the past. “Its rich tradition and ability to adapt inspire us to face changes and challenges, turning our history into the engine that drives innovation and the production of exceptional wines,” he commented. Francisca Muñiz, Corporate Marketing Manager of Viña Santa Rita.
“Through the use of deepfake, The original face of Paula Jaraquemada was worked on and superimposed on the face of a model, creating a visual effect that allowed us to see what the character would be like in our time. With this we managed to tell the story of 120 in a non-traditional way,” he explained. Eduardo Novión, creative director of TBWA, a global agency that was in charge of carrying out this campaign, in line with the international character of the brand. In this way, the conceptualization was carried out in the office located in Ireland, while the development and production were carried out in Chile by TBWAFrederick.
The “defying traditions, since 1818” campaign, initially launched in Brazil and Ireland, highlights the brand’s unconventional origins, honoring a brave 19th century woman and paying tribute to all women who face challenges with determination. .
This is how 120 experiences a significant transformation with this new positioning, in addition to a renewed, contemporary and attractive image. Changes include an updated bottle design with distinctive embossing featuring Paula Jaraquemada, a more modern logo, along with textured labels. The back label will include tasting notes and a QR code directing consumers to 120’s website.
Likewise, the launch of the campaign is accompanied by the classic 120 Hours contest, where clients and consumers from different parts of the world will be invited to participate in a traditionally non-traditional trip to Chile. The itinerary will include visits to the winery where Paula Jaraquemada welcomed the 120 patriots in 1818 to the majestic Torres del Paine.
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