Decanted - Viña Santa Rita | Clapboard Ad Archive

Viña Santa Rita’s 2018 campaign Decanted, created by McCann Chile, elevates the Medalla Real wine brand by immersing viewers in the meticulous craftsmanship and unwavering dedication that define its production process. This six-minute film, crafted in English to reach a global audience, follows an enologist’s relentless pursuit of excellence, using a narrative approach that places the product at the heart of the story. The campaign employs what Clapboard’s taxonomy identifies as FORMAT#5—Exemplary Story, showcasing the brand’s commitment to quality and tradition through a compelling, character-driven narrative that transcends typical product promotion to become a cinematic exploration of artisanal winemaking. By focusing on the enologist’s detailed, hands-on involvement, the film conveys not only the technical precision but also the passion and heritage embedded in each bottle of Medalla Real, positioning Viña Santa Rita as a leader within the Alcoholic Drinks category. The creative execution by McCann Chile uses rich visual storytelling to translate the sensory experience of wine into an engaging filmic journey, appealing to connoisseurs and novices alike while reinforcing the brand’s premium credentials. Decanted’s choice to communicate in English signals an ambition to extend the brand’s reach beyond Chilean borders, addressing discerning international consumers who value authenticity and expertise in their wine selections. The campaign earns 55/100 in Clapboard’s global creative archive. Decanted matters to the industry because it demonstrates how a focused narrative on craftsmanship can powerfully differentiate a wine brand in a crowded market while underscoring that quality storytelling rooted in product integrity remains essential to building lasting brand equity in the Alcoholic Drinks sector.