Nino Negri
Product campaign
Can we launch a wine without mentioning wine?
Nino Negri, a historic winery in Valtellina, is rooted in a place where growing is challenging. Its heroic vineyards stand as evidence: they’ve adapted to an extreme natural environment, testing the fortitude of winegrowers and shaping Nino Negri’s Nebbiolo into something unique. Yet, this story remained untold.
Recognizing the need to share this narrative, Nino Negri aligned it with the launch of its three mountain wines: Vigna Fracia, Vigna Ca’ Guicciardi, and Vigna Sassorosso. A compelling concept was crucial—not only to highlight their uniqueness but also to enhance the brand’s perception.
Vite di Roccia
A concept about vines and humans.
Vigna Fracia endures the cold, drawing strength from adversity. Ca’ Guicciardi braves the Inferno, growing on steep, sunlit slopes. Sassorosso roots itself into hard rock, delving underground. Blossom gives voice to these challenges through the stories of three Salewa athletes: mountain guides who, like the vineyards, face the mountain every day. These harsh conditions forge both resilient wines and strong individuals. The concept, without ever showing the product, employs a powerful and metaphorical narrative to capture the essence and uniqueness of Nino Negri’s vineyards and wines.
A documentary approach, unlike traditional campaigns.
In the launch videos, Hanspeter Eisendle takes us into the mountain’s frozen depths. Eric Girardini guides us to the summit, where a blinding light overwhelms. Federica Mingolla, scaling rock with bare hands, mirrors Vigna Sassorosso’s grip on its roots. Each athlete embodies and voices the vineyards’ struggles, demonstrating the tenacity needed to thrive in extreme conditions.
This humanization of the vineyards gains expressive power through its raw and authentic documentary style, a sharp contrast to the typical polished presentation of wines.
Supporting this, we’ve created a dedicated landing page narrating the story of the wines, enriched the storytelling with social content, and crafted ad pages spotlighting the product.
When a product campaign redefines a brand’s positioning.
Naturally, Vite di Roccia evolved beyond a mere campaign concept, permeating all of Nino Negri’s communication. It influenced the brand’s tone of voice, integrated across the entire wine line, and birthed new campaigns, social content, and communication projects. Most importantly, it has uniquely positioned the brand. Just like the mountain vineyards, Nino Negri found the right ground to grow and distinguish itself.
