Client |
Catena Zapata |
Capabilities |
CAMPAIGN BRANDING |
DAf traveled to Mendoza to visit Growers Paulucci, Fazzio and Pizzella at their vineyards, to hear about their work and what originally brought their families to the Mendoza region. During these conversations, their interpretations of the brand name were teased out. Originally referring to an end-of-day gathering place for country workers, a contemporary posta, it became clear, had no set location. Rather, the term could be interpreted as the act of gathering two or more people over food and drink, wherever and however this may occur. From there the angle of spontaneity was identified and the campaign claim “Live Now“ was discovered.