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Wines of Argentina launches Instagram campaign

Published:  21 October, 2013

Wines of Argentina has launched a new Instagram campaign, The Wine Caption, calling on consumers to post any images that capture the spirit of Argentina, with the winning photo becoming the centrepiece of a global ad campaign in 2014 and the photographer sent on a five-day all-expenses-paid trip to Argentina.

The first stage of the campaign is open until November 26 and the winner to be announced on December 18. The contest is open to people from the US, Canada, Mexico, Colombia, Peru, Brazil, UK and the Netherlands.

The campaign's focus is to tell the story of Argentina and Argentinian Wines, but to engage the consumer as the storyteller, telling it from their perspective and showing what Argentina means to them.

To participate, consumers simply upload a photo via Instagram using the hashtag #thewinecaption. The photo is then shown to all Wines of Argentina followers and will be voted on, with voters clicking "likes" for those they like best. The top 10 photos with the most "likes"  will then go through a final round of judging, with the final winner being decided by three professional photographers.  

The guidelines in the campaign are intentionally liberal, giving consumers the freedom to have a conversation on their own terms, and does not force people to focus on wines and wine regions but opens the possibility of the conversation to all consumers.

It is also a great opportunity to for those interested in photography to get their work into the public domain.