CP+B Miami launched a new campaign for Santa Margherita Wines entitled “For Who You Are” with the 60-second broadcast spot “Crossroads.”
“Crossroads,” which was directed by Jacob Rosenberg, follows the parallel stories of a sprouting grapevine maturing, fruiting and eventually becoming a bottle of wine at Santa Margherita’s Italian vineyards and a young artist working hard and ultimately finding her reward when she shows her work in a gallery (where Santa Margherita is served at her opening). It’s a bit of a leap, with the connections coming across as a tad over-the-top, and the meaningless tagline doesn’t help, but it’s clear the approach is intended to show the hard work and determination that go into the wine. The broadcast spot will be supported by digital and print components, with the campaign running through the end of the year.
“The launch of this campaign reveals the new direction of our positioning, allowing consumers a glimpse into the passion and dedication we pour into our wines, and celebrating those same values that enrich our consumers’ own stories,” Mark Lyle, vice president of marketing for Santa Margherita USA Inc., told LBB.
“It’s the story of hard work and dedication that shows how striving for becoming who you want to be pays off in the end,” added CP+B Miami executive creative director Gustavo Sarkis. “‘For Who You Are’ resonates with anyone that has a goal set for life.”