WineTales

With a large-scale awareness campaign, the Consorzio Alto Adige Wines wanted to counter the crisis that had been triggered by the pandemic in 2020. For this campaign, it was possible to engage Reinhold Messner as an influential (and honorary!) ambassador. He was the one who would provide visibility to the campaign, as well as his authority as the world’s most famous Alto Adige native.

For that reason, the campaign was customized specifically for Messner. Thus the extreme mountain climber who knows no boundaries appeared as a surprise guest in a short film in which a fairy tale is told: that of the most extreme vineyards in the world.

Like every fairy tale, this one also has a core of truth. Thus it tells of a face of nature that demands everything from the winemakers, of soils that have come into existence over the course of millennia and are now longing for the grapevines. And it tells of those special characters who bring to the table all of their know-how, all of their experience, all of their prudence and their passion – both in the vineyard and in the winery– in order to create special wines.

“Only the most courageous winegrowers manage to grow grapes in Alto Adige,” the film tells us. And this quote already lets us know that the film exaggerates and shows the everyday life in Alto Adige winegrowing with humor, the wink of an eye, and a great deal of self-irony.

The responsibility for the “Wine Tales” short film was entrusted to two Alto Adige natives: producer Mirko Bocek and director Lorenz Klapfer. Having filmed for over fifty-six hours in vineyards and wineries, with winegrowers serving as extras, the material was produced shortly before the second covid lockdown and was ultimately edited into the short film.

A comprehensive campaign was developed around the video with the focus on the primary markets of Italy, Germany, Switzerland and USA. Shortly before the start of the campaign, the ad was announced on the social media channels of Alto Adige Wine and of around a hundred wine producers, and it was also published immediately thereafter. The launch of the film was accompanied by communications by relevant influencers, by media work, and by an online advertising campaign.