Feira do Alvarinho: A Kingdom of Wine

Fabio Alves' Award-Winning Multimedia Advertising Campaign for Portugal's Biggest Wine Party

Feira do Alvarinho is more than an annual wine party. It is an event that takes place in Moncao, Portugal, a region known as the cradle of Alvarinho wine. The event is held in a leafy park near the river Minho, close to the Galician border. To communicate this event, Fabio Alves and his team created an ancient and fictional kingdom, The Kingdom of Alvarinho, drawing inspiration from the real history, places, iconic people, and legends of Moncao.

The uniqueness of this campaign lies in its storytelling approach. The Kingdom of Alvarinho is not just a figment of imagination, but a reflection of Moncao's rich history and culture. The campaign slogan, "The Biggest Wine Party in Portugal," encapsulates the essence of the event, highlighting the importance of Alvarinho wine production in the region's economic and social fabric.

The campaign was brought to life through various mediums, including a full 3D modelled and animated video, posters, brochures, outdoor advertising, and even a mascot. The design team, which included Marcio da Rocha and Rafael Pereira, used offset and digital printing techniques to produce these materials. The poster measured 42x60 cm, while the 8-page brochure was 35x25 cm. The 3D video was adapted to different social standard sizes for maximum reach.

One of the biggest challenges the team faced was the character design process. They had to create The Kingdom of Alvarinho without distorting the elements and details of Moncao's history, iconic people, mythological figures, and places. The result was a successful blend of reality and fiction, where the real story of the territory was seamlessly integrated into the character design.

This innovative approach to advertising did not go unnoticed. In 2020, the campaign was awarded Silver in the A' Advertising, Marketing, and Communication Design Award. This prestigious award is given to designs that demonstrate outstanding expertise and innovation, and evoke positive feelings, amazement, and wonder.

In conclusion, Fabio Alves' Feira do Alvarinho campaign is a testament to the power of storytelling in advertising. It not only promoted an event but also celebrated a region's identity, history, and economic backbone. The campaign serves as an inspiration for future advertising campaigns, demonstrating the potential of blending reality and fiction to create a compelling narrative.