OVERVIEW
In 2023 Ruffino selected Plus+ to lead their global brand repositioning campaign “An Instant Connection.” Through both the campaign visuals and the content itself, AIC was designed to highlight the brand’s Italian mastery, the key concepts of beauty and exclusivity, and the intrinsic link to Italian design, tying these ideas into the world of wine and forming lasting bonds with each glass.
BRIEF AND OBJECTIVES
Ruffino’s mission has always been to produce high-quality wines that accurately reflect the elegance and tradition of their local landscape.
Now the company is hoping to grow further, establishing itself as a global frontrunner in prestigious Tuscan wines.
FROM CONCEPT
“An Instant Connection” is Ruffino’s new global brand position. This creative concept, communicated through a video and photo campaign, accentuates the power wine holds in rendering any moment seductive, exclusive, and intimate; all this is positioned within the context of Italian design.
The initiative culminated in a revised online brand identity, targeting particularly Ruffino’s website and social channels, expressing that same passion for beauty and reinvented tradition which is often associated with Italian mastery and exclusivity.
TO REALIZATION
The photoshoot and video campaign were both shot in Italy.
The photography was entrusted to Marco Craig, a world-renowned Italian photographer; the video was overseen by Elena Petitti di Rovereto, a young Italian director with a decidedly international vision.
