CAVIRO – TAVERNELLO SUBJECT “LA VITE IN CITTÀ“ (Vineyards in the city)

The new Tavernello campaign was created by the Testa agency to describe all the magic and poetry of that great Italian tradition – namely wine. The campaign has been on air on all main national broadcasters and satellite channels since 4 January 2015, starring the ever more authoritative protagonist: Tavernello.

The campaign uses powerful and evocative images of vines as they grow and wonderful bunches of grapes as they get bigger and mature on houses and skyscrapers in an Italian city, to reveal in a simple and memorable way how Italy’s best selling wine arrives in the homes of more and more consumers every day. It brings genuineness, freshness, and all the flavour of a good glass of wine to Italians’ homes: the unique and real taste of moments enjoyed together.

A hand stretches out to pick a bunch of mature juicy grapes, and then the brunch turns into a bottle, this is the key frame to sum up in just once instant all the power and wonder of the grape turning into wine: genuine, good, Italian.

There are two subjects, with cuts of 40”, 30” and15”: the first one presents Chardonnay and Syrah- Cabernet, while the second one is dedicated to sparkling white and rosé. These new wines in bottles flank the historical cartons, demonstrating how the company which is always attentive to the tastes and needs of its consumers is evolving. The new labels bring an elegant and balanced bouquet to the table, with decisive mature flavours and fresh, sparking notes.

With music by Mishaela, and the warm voice of Noa, the images which combine the wonders of the special effects with the realism of routine moments almost stolen by the camera were created by director Dario Piana with Edi for post production. The magic in the city was brought to life bunch by bunch, and one leaf after another.

Production company Little Bull. Creative direction from Piero Reinerio, Monica Pirocca and Michela Sartorio.

Planning by Media Italia.