The campaign was designed to promote and make known the logo, affixed to the bottles of the members to identify a wine produced by an Independent Winemaker, that is the one who manages his own vineyards and follows the production chain in all its phases. The campaign, social and not only, will involve members and enthusiasts in the dissemination of the video in a spirit of community and sharing.
“Bringing the FIVI logo to your bottles guarantees that this is a wine produced entirely by a winemaker - says Lorenzo Cesconi , vice president of the Federation - The logo clearly visible on the bottles is a very strong claim of identity. It is not just a brand, but a symbol: it is like a handshake between the buyer and the winemaker. FIVI was among the first associations, if not the first, to put their distinctive logo on the bottle, proof of great conviction and a strong sense of belonging. Because being a winemaker is a way of producing, of being, of living. With this video we hope to reach consumers' homes to make them understand our work and help them choose when they have to buy a wine. Because if you see that logo on the bottle, you know what you get ”.
The absolute protagonist of the campaign is Ampelio , the winemaker of the FIVI logo, so called due to the Greek meaning of the Greek term Αμπελιος , or “he who takes care of the vineyard”. In the video, Ampelio comes to life , exits the logo and gets to work. In fact, the FIVI winemaker does not only follow the entire supply chain, but is also the interpreter of a viticulture that takes care of the territory and wants to become the guardian of tradition.
The video was made by Corrado Virgili , who has been in the computer graphics sector for over 25 years and boasts collaborations with the most important Italian animation cinema productions and with Rai TV. He was Art Director and Director of Photography in the production of the blockbuster film Winx club - The Secret of the Lost Kingdom and in 2011 nominated for the David di Donatello award in the VFX category.
FIVI - Italian Federation of Independent Winegrowers
The Italian Federation of Independent Winegrowers (FIVI) is an association founded in 2008 with the aim of representing the figure of the winemaker in front of institutions, promoting the quality and authenticity of Italian wines. By statute, only producers who meet certain specific criteria can join the FIVI: "The Vignaiolo FIVI cultivates his vineyards, bottles his own wine, personally taking care of his product. He sells all or part of his harvest in bottles, under his responsibility , with his name and his label ".
Currently there are about 1300 associated producers, from all Italian regions, for a total of about 13,000 hectares of vineyards, for an average of about 10 hectares of vineyards per farm. Almost 95 million bottles are marketed and the total turnover is close to 0.8 billion euros, for an export value of 330 million euros. The 13,000 hectares of vineyards are conducted for 51% in an organic / biodynamic regime and for 49% according to the principles of integrated pest management.
