Argento

Nearly all marketing for wine brands is at best generic and at worst downright boring — using clichéd, bland imagery of vineyards and grapes. As a relative newcomer to the UK market and coming from a country as fascinating and vibrant as Argentina, I felt it was possible to do something a bit more interesting with Argento. I wrote the strategy and end line “The Real Argentina”, packed up my camera and lots of film and set off on the first of two two month long trips, travelling the length and breadth of this huge and undiscovered country, photographing both people and places. The aim was to create a bank of images and collect the stories of real Argentineans which would then form the basis of all communications for the brand for the coming years. Here is a selection of posters and press, in-store and direct mail created in the 13 plus years that this strategy has been used. I have also included some of my favourite images from the library.