“Traditionally Untraditional” is the new positioning of the best-selling wine brand in Ireland and Chile, which, for the first time in the wine industry, uses Deepfake technology.

A new global campaign is launching 120, the strategic brand of Viña Santa Rita that its positioned as the best-selling brand in Ireland and Chile. The campaign features Paula Jaraquemada, a key figure in Chilean independence who inspired the creation of the 120 range.

For the first time in the wine industry, Artificial Intelligence (AI) has been used to bring this iconic character, who in 1818 defied the norms of her time by opening her home to shelter 120 soldiers of the patriot army, to the present. Through the use of technology and available historical evidence, Paula Jaraquemada’s face was digitally reconstructed and Deepfake technology applied to the campaign’s protagonist to be as accurate to reality as possible.

“With this campaign, we aim to show that although 120 is a traditional brand with more than 50 years of history, it is not stuck in the past. Its rich tradition and ability to adapt inspire us to face changes and challenges, turning our history into the driving force behind the innovation and production of exceptional wines,” says Francisca Muñiz, Corporate Marketing Director of Viña Santa Rita.

“Through the use of Deepfake, we worked on Paula Jaraquemada’s original face and superimposed it on a model’s face, creating a visual effect that allowed us to see how the character would look in our time. With this, we managed to tell the story of 120 in an untraditional way,” commented Eduardo Novión, creative director of TBWA, the global agency responsible for carrying out this campaign, in line with the international character of the brand. The conceptualisation was done in the office located in Ireland, while TBWA\Frederick handled the development and production in Chile.

The campaign, launched initially in Ireland and Brazil under the slogan “Defying tradition since 1818”, highlights the unconventional origins of the brand, honouring a brave woman of the 19th century and paying tribute to all women who face challenges with determination.

Thus, 120 undergoes a significant transformation with this new positioning, along with a renewed, contemporary, and attractive image. The changes include an updated bottle design with distinctive embossing highlighting Paula Jaraquemada, a more modern logo, and textured labels. The back label will include tasting notes and a QR code directing consumers to the 120 website.

Additionally, the campaign launch is accompanied by the classic 120 hours contest, where clients and consumers from different parts of the world will be invited to participate for a traditionally untraditional trip to Chile. The itinerary will include visits to the winery where Paula Jaraquemada hosted the 120 patriots in 1818, as well as the majestic Torres del Paine.