Milanese creative branding firm Robilant has announced its latest collaboration with Catena, the major Argentine winery, unveiling a captivating multi-channel advertising campaign for roll out across the United States. Visually, it tells the story of one of Argentina’s oldest family-run wineries, and its pivotal role in the revival of Malbec in South America. Inspired by the story of founder Nicola Catena, the campaign commemorates 120 years of love and preservation for the Malbec grape.

Following the near extinction of Malbec in Europe by the 19th century phylloxera epidemic, Nicolás Catena Zapata, grandson of the forefather Nicola, led the renaissance of the grape in Argentina. He discovered extreme high-altitude terroirs in the Andean foothills, resulting in wines of unparalleled quality. Now that Malbec and high-altitude are becoming shared by a somewhat larger number of competitors, Robilant’s direction for Catena was to move on from mountain visuals and high-altitude references, which are fundamental still, and focus on engaging today’s consumers through rich and imaginative storytelling, thus reaffirming their being pioneers and leaders.

In true Robilant style, the ads masterfully channel brand heritage with verve and energy that faces the future. They feature illustrations in the style of historic hand engravings, with Catena family members as protagonists in a relatable and compelling adventure. Each illustration serves as an individual metaphor and represents a different part of the brand story, creating a visual allegory of Argentina’s love for Malbec.

Robilant spent a week immersed in Argentinian culture, and delving into Catena’s rich legacy, culture and aspirations. Fabio Molinaro, Creative Director at Robilant, said: “Visiting Argentina and meeting with the Catena family exposed us to stories and subtle details that became crucial elements throughout this visual campaign. It’s not just about channeling a beautiful family history or high-altitude wines; it’s about celebrating the adventure of a real pioneer using a poetic and allegorical language. Rooted in Argentinian culture, our aim was to turn a family history into a legendary myth, by leaving space for the observer to interpret and complete the tale, thus feeling part of it.”

The multi-channel campaign spans various platforms, including billboards and out-of-home activations across the United States, as well as the brand’s social channels. It unfolds in a series of illustrative chapters like “The Adventure”, “The Vision” and “Argentinian Pride”. The dream-like allegorical style engages consumers in the story much more than just a picture.

Members of the Catena family feature in inventive guises: Nicola Catena, forefather and founder, travels across the Atlantic on a boat with a baby Malbec vine in his hand; Nicolás Catena Zapata, founder of the pyramid-inspired winery in Mendoza, flies high over the Andes; Adrianna, younger daughter of Nicolás, rides a butterfly signifying the renaissance of Malbec; her sister Laura is occupied in the preservation of local varietals; and elder brother Ernesto is exploring new territories on horseback. Vast vineyards are brought to life with intricate detail and artistry, while iconic elements of Argentine culture are woven in, from a couple of tango dancers in Buenos Aires to the light blue and white of the country’s flag.

As part of the campaign, Robilant also created a digital visual experience for Catena’s website and social channels. The narrated video brings the illustrations to life, taking viewers on a visual journey to early 20th century Argentina, delving deeper into the brand’s history. Robilant’s work brings Catena’s heritage closer to the modern consumer, allowing the brand to draw on its strong identity in a campaign that conjures romance and adventure to engage across multiple touchpoints.

While Catena wines continue to captivate palates globally, the brand’s forward momentum is not only fuelled by the legacy of Nicolás Catena Zapata but also by the innovative vision of Dr Laura Catena, infusing it with fresh ideas and a commitment to pushing the success of Malbec further for the next 200 years.

“We are thrilled to work with Robilant to bring our story to life in the United States,” said Laura Catena. “This campaign is not just about selling wine; it’s about sharing our passion, our history, and our love for Malbec with the world.”

The new campaign is now live in US markets.