HERITAGE
Client: Azgranata Wines
Agency: Leo Burnett Azerbaijan
Production: ArtBakers
Role: Creative Consultation, Art Direction
BACKGROUND
Caucasian Albania was an ancient kingdom located in the South Caucasus, encompassing parts of what is now modern-day Azerbaijan. Established around the 2th century BCE, it thrived for centuries as a Christian state, heavily influenced by the region’s diverse cultures and religions. The kingdom was known for its strategic location, connecting various trade routes, and for its resilient defense against external powers. Its rich cultural and historical legacy, including ancient monasteries and winemaking traditions, has left a lasting impact on the region, continuing to shape Azerbaijan’s identity today.
PRODUCT
Drawing inspiration from recent archaeological discoveries that delve into the diverse facets of regional wine production, Azgranata has introduced a new product line called 'The Heritage of Caucasian Albania', that aims to encapsulate the essence of ancient monastic wines. Leo Burnett helped Azgranata to create a product launch video commercial.
IDEA
The commercial celebrates Azerbaijan’s rich history by linking the new product to the ancient kingdom of Caucasian Albania. Using an epic historical cinematic approach, the video showcases the legacy of resilience, pride, and unity through the story of King Urnayr’s victories. This connection between past and present offers consumers a chance to engage with an authentic heritage. ‘The Heritage of Caucasian Albania’ is positioned not merely as a wine, but as a symbol of historical continuity and multicultural harmony, reflecting the deep-rooted diversity of Azerbaijan’s cultural identity.