Sandeman once again reinforces its connection to the arts in its new “The Taste of Sandeman” campaign. Featuring four illustrations by Portuguese artist Tiago Lobo Pimentel, the campaign was developed by Solid Dogma and tells stories of moments spent enjoying the brand.
With the goal of highlighting Sandeman as the ideal Port wine for different occasions, Solid Dogma and Tiago Lobo Pimentel conceived scenarios and characters that allow us to associate Sandeman with moments in life, such as waiting for our flight at the airport, spending time with friends in our backyard, or relaxing at a bar.
In “The Taste of Sandeman,” the various contexts and consumer targets are complemented by the incorporation of The Don as an element of artistic exploration across various mediums, such as painting, sculpture, and fashion. The figure of The Don thus emerges as a bridge to the consumer and as a source of inspiration and context in sophisticated settings, helping
to carry on the brand’s iconic legacy. The campaign will launch in March, across digital and other media.
“This campaign was created to illustrate consumption settings suited to the nature of each product and also to highlight the character of The Don through short narratives,” says Filipe Gonçalves, Chief Marketing Officer at Sogrape. “Sandeman’s strong connection to the creative world of the arts led us to invite Tiago Lobo Pimentel to join us on this adventure and challenge him to illustrate Sandeman’s iconic silhouette across different mediums,” he added.
Mysterious and unmistakable, The Don has conquered the world as the first major icon in the world of wine. Created in 1928 by George Massiot Brown, his black student’s cape and the typical Andalusian “sombrero” remain the brand’s primary symbol—and that is precisely why they are among the most prominently featured elements in the illustrations for the new campaign.
Sandeman’s connection to the artistic community is part of the brand’s identity and is something its followers are already accustomed to. Recently, Sandeman added works by visual artist Filippo Fiumani, painter Francisco Vidal, and illustrator Hugo Makarov to its art collection, thereby demonstrating its commitment to collaborating with artists across various artistic disciplines. These three artworks, along with others, are available online at The Sandeman Gallery.
More about Tiago Lobo Pimentel
Tiago Lobo Pimentel is a freelance artist, illustrator, concept artist, visual artist, and teacher. He has created conceptual and illustrative work for a wide variety of projects, ranging from video games to advertising and publishing. He is passionate about teaching and helping other artists advance in their careers, dividing his time between freelance work and his roles as coordinator of the Concept Art program and instructor of Concept Art in the Video Games program, both at ETIC, the School of Technologies, Innovation, and Creation.
He lives, works, and teaches in Lisbon, and when he’s not battling deadlines and working on projects he can’t disclose, you can find him sketching outdoors, sipping a good cappuccino, or playing one of the latest video games.
Learn more about Sandeman and visit the brand at:
sandeman.com
winetourism.sogrape.com/en/visit/sandeman
winetourism.sogrape.com/en/visit/quinta-do-seixo-sandeman
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