Madrid, June 24, 2025 – The Spanish Wine Interprofessional Organization (OIVE) has launched its new campaign, ‘DI VINO’, aimed at connecting with young adult consumers and reshaping the traditional narrative surrounding wine.
Featuring a catchy song, the campaign is introduced in a fresh and vibrant way, celebrating the Mediterranean lifestyle.
“‘DI VINO’ plays on a double meaning. It’s about ordering wine, yes. But also about something ‘divine’—exceptional, pleasurable. That’s exactly what we’re aiming for: associating wine with those everyday moments that, with a glass of wine, become unforgettable experiences,” said Coro Ramos, Marketing Director at the Spanish Wine Interprofessional Organization.
Developed in collaboration with creative agency MadreSanta, the various campaign pieces highlight everyday moments that enhance the experience of enjoying wine—whether at a bar or restaurant, during an impromptu dinner at home, or at a get-together with friends. ‘DI VINO’ reinforces the idea that choosing wine is a fail-safe option for any kind of plan. With this message, the wine category seeks to rejuvenate itself, making wine more accessible, modern, and part of daily life, without losing its identity or essence.
To ensure this message reaches all consumers, media agency Proximia has designed a unique media mix: ‘DI VINO’ will be active through July 27 across connected TV platforms, digital environments, traditional radio, online audio, and social media to build maximum resonance and recall among the young adult demographic.
A Strategic Outdoor Push
As part of the campaign’s bold visibility, the Spanish Wine Interprofessional Organization has chosen a highly strategic location: a 20-meter banner placed directly in front of the Spanish Congress of Deputies, bearing a powerful message:
“On this, there is unanimity… Say Wine (‘Di Vino’).”
In addition, the campaign will have a strong out-of-home presence, with digital screen circuits in prime socializing spots and aperitivo hours across cities like Madrid, Barcelona, Valencia, Seville, Bilbao, and Málaga, targeting key consumption times.
CREDITS
Advertiser: Spanish Wine Interprofessional Organization (OIVE)
Client Contacts: María Díez Nepomoceno (Communications); Coro Ramos Durán (Marketing)
Creative Agency: MadreSanta
Creative Directors: Carmen Boronat & Lucas Gracia
Strategic Director: Luis Monroy
Project Manager: Yolanda Fdez
Art Director: Guillermo Sacristán
Musician: Martí Mora
Production Company: WAT FILMS
Executive Producer: Juan Arigita
Director: Juanma Coderch
Photographer: Juanlu Real
Assistant Director: Clara Gomara
Head of Production: Toni Gonzalez
Location Manager: Ignacio Merita
Director of Photography (DoP): David Lázaro
Set Designer / Art Director: David Gonher
Editor/Post-Producer: Manolo Casted
Colorist: Gradepunk / Dani Aranega
Media Agency: Proximia by Havas
Dining and Cooking