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Carmen
Video, Key Visual
Viña Carmen, the first Chilean winery, dates back to 1850. Their pre-existing claim, “Reinvent the Classics” refers to their continual reimagining of themselves as a brand. They needed a new spin on it to put them on the world’s stage without alienating their domestic market.
We looked to the greater artistic world and honed in on dance, an art form in continuous evolution. We interviewed, filmed and photographed classically trained ballet dancers who redefine what dance means to them and reinterpret the medium with modern flair and appearance, just as the brand continually reinvents itself.
Looking at the greater world of art helps a classic wine to express its reinvention.
João Portugal Ramos
SANTIAGO
Los Navegantes 1955 Santiago, Chile.
BARCELONA
Roger de Llúria 44 Barcelona, España.
