Five Roses Anniversario, five senses

The redesign project of the product stems from the desire to enhance the expression of the new Five Roses Anniversario IGT Salento 2023 to its fullest. The label design reflects the characteristics of its name with boldness and sophistication. The chosen colours draw inspiration from historical palette – white and yellow – through which the personality of the Five Roses brand stands out powerfully.

The rose blossoms in a blend of five senses, expressing themselves in all their energy even before tasting. The rosé adorns itself with renewed elegance and becomes desire itself. Its glamorous allure shines through with every sip, making it a step onto the runway of sophistication!

The sensory journey into the world of wine is depicted in the “Five Roses Anniversario, five senses” campaign. This project was realized in collaboration with GFCASSOCIATI, a communications agency, and with the talented artist Raffaele Acquaviva.

What is the art that link the five senses? This is a question to start from, surely wine is capable of connecting all the senses within us. But if we include the art of love among these, then we have a good starting point to explore a creative journey. Wine has been associated with dining and love—the Dionysian ecstasy that enchants and magically enhances our perception, exciting us or causing us to lose ourselves in the eyes of a loved one.

The animation began with these premises. The shadow of the rose retracts and bursts into two hands seeking a vision, forming an eye that dilates with emotion; the light within transforms into a man twirling in the water, splitting into two entities—the dance of getting to know each other, the embrace that unites what is divided. The mouth, a symbol of knowledge, tasting, and pleasure, revels in the joy it feels, transforming into a vessel. The glass that cradles the essence of love and labor, shakes its contents until the drop travels at supersonic speed; the moving drop returns to its origin.

The creative concept is rooted in exploring the five senses, using captivating imagery, a vivid color palette, and suggestive sounds based on beatbox techniques to transport viewers into a multisensory experience bordering on psychedelic uniqueness.

The production of the spot was executed with utmost care and attention to detail – as stated by the agency’s two creatives, Fabio Barnaba and Piero Narcisi – We are convinced that this campaign will capture the audience’s attention with an unusually creative approach and differentiate the brand in the competitive wine market.

The company’s centuries-old activity continues and projects into the future.
2023 was dedicated to the eightieth vintage of the historic Five Roses; 2024 is marked by various activities highlighting the Five Roses Anniversario.
We were the first to believe in and promote rosé wine in Italy, and we are pleased to see that other entities in our sector are also committed to this particular type.
Piernicola Leone de Castris