In a bold move for a fairly conservative industry, Beringer Vineyards today announced that it has launched a multi-million dollar TV advertising campaign. The television ads, supported by print advertising and new brand identity, underscore the winery’s commitment to sustaining its tremendous reputation and introducing Beringer, Napa Valley’s oldest continuously operating winery, to today’s generation of wine drinkers. Additionally, the campaign reinforces the momentum of the recent successful launch of Beringer Third Century in the high-growth $10-14 category.
Visually captivating, the origami-like TV ads were created using stop motion animation, a very time consuming process that is often replaced today by faster, computer-generated technologies. The choice of paper as a medium, coupled with the artisan qualities of the music and the filming were all selected carefully for the emotional and sensorial effects they convey. Using paper shaped as roots, leaves and grapes, the spot tells the story of a bud transforming into grapes and then into the wine behind the paper label. A very talented group of artists, under the direction of award-winning director, Olivier Gondry, and renowned paper sculptor, Su Blackwell, brought the concept to fruition.
