Carmen Wine print ad:
“The project began as a proactive idea, awaiting client approval,” said art director Juan Pablo Balencia. “The idea was born, in the middle of a supermarket, when we were looking for meat and wine, Carmen Cabernet Sauvignon was the chosen option for our weekend barbecue. When we saw the popular image of the cow with the cut lines showing the types of meat, it was easy to execute. The Barbecue was a success, and the main hero, voted for by most of the guests, was the wine. Carmen is a Chilean wine that is sold in Kazakhstan with a very good response. But there is not any communication to support sales, so we decided to develop it. As it is a simple idea, consumers like and easily understand the message.
Juan Pablo Valencia – Creative Director,
TBWA/Central Asia (Almaty, Kazakhstan), ad agency;
Pelao Rizzo, Santa Rita Winery, Client
In my opinion the ad is brilliant. And as article states, it would be extremely easy for consumers to understand the message.
At first when i looked at it i thought it was a poster for cow meat and where to find it. Thn when i took a closer look i saw the wine glasses. It is different, thats for sure.
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