MRM//McCann Shows That Wine Gets Better with Art

To promote its leading line of wines Viña Santa Rita—one of Chile’s most prestigious wineries—got in touch with MRM//McCann Chile agency and launched a video titled “Decanted”. The short film emphasizes the brand’s core values and supports the tasty Medalla Real wines, while telling the story of a passionate enologist and his mission to create the perfect wine. The Santiago-based agency turned its attention to the art of cinema and combined it with Santa Rita’s wine-making tradition.

Produced in partnership with Wood Productions, the six-minute-long video is just a nice metaphor used by the creatives to perfectly mirror the company’s long-term commitment to producing premium wines. The video also reflects Santa Rita’s century-old heritage and the picturesque landscapes that play host to more than 3,000 hectares of vineyards.

The fascinating journey starts in a wine cellar, where a middle-aged man, Francisco, struggles to create the perfect wine. The enologist is very passionate about what he’s doing and is constantly pushing his own limits to create a well-balanced wine. And he does, only he isn’t aware of it. Maybe because he keeps forgetting about one very important ingredient…

Remember Geoff, the Head of Innovation at Heinz? You don’t? Well, Geoff is a cute animated character that, just like Francisco, has a huge passion (or more like an obsession) for one of the brand’s tasty products. What sets the two characters apart is that Geoff’s life is a bit different, as he knew from the start that the key to professional excellence in the workplace lies in the hands of his own personal life. As far as our wine-loving protagonist is concerned, he had to figure this on his own.

It is said that nighttime is the best time to reflect and meditate. But little did Francisco know that the missing piece of his puzzle would come to him through a good-night sleep. Thanks to a dream he has one night, he discovers that he can achieve professional excellence while balancing it with his personal life. How, you may ask? You can find the answer is in the video below. Are you ready “to see something you’ve never seen before?”

The movie stars renown Chilean actors, such as film and television actor Francisco Pérez-Bannen, TV actress Ingrid Isensee, and theatre actress María Jesús Miranda Candia. The short video also features award-winning director and writer Cristián Jiménez. Besides the short movie, the campaign is supported by social media, OOH, TV and Radio spots, as well as PR initiatives.

MRM//McCann’s General Account Director Isabel Espinoza said in a press release: “Our client gave us the challenge of generating the first massive Medalla Real campaign, aiming to increase awareness around the brand in the long term. In order to achieve it, we defined authenticity as the brand’s territory, and cinema as the medium to develop an interesting, real and intense story, with which our aimed audience could relate to.” And we would certainly love to have a glass or two.