Isla Negra Wines

Awareness Campaign

I designed this Isla Negra awareness campaign when working at Barlow Doherty. Isla Negra is a coastal area of Chile, famed as the home of poet Pablo Neruda. Neruda was also an avid collector of items including shells and ships in bottles. To set the scene and give the campaign a sense of place I collected items and art-directed a photoshoot to create an image that felt as if you were inside Pablo Neruda’s residence. The bell is a striking image from Neruda’s home that had strong shelf presence the neck tag and shelf talker. The campaign included a magazine advertisement, neck-tag and shelf talkers.