from words to strategy, through art

The historic Montina Franciacorta winery engaged us in a strategic evolution project bridging wine, art, and culture. With "The M Movement," we transformed an artistic vision into a contemporary narrative, amplified through social media strategies and digital content.

GOALS

To strengthen an already distinctive identity by building a strategy that amplifies the role of Montina Franciacorta as a place of connection between art and wine. A journey that takes shape in a Manifesto, the narrative and visual foundation of a new phase for the brand.

THE M MOVEMENT

It all began with “The M Movement”, a value-driven manifesto that blends winemaking and contemporary art, positioning Montina Franciacorta as a true forge of creativity. The Manifesto is the narrative core of the new brand strategy: an invitation to contemplate wine as an aesthetic and creative experience.

The Manifesto celebrates wine with an ambitious statement of intent that elevates winemaking to the eighth art, turning the process of creating wine into not just a craft but an artistic expression.

SOCIAL TEASING

To engage the community, we designed a teaser phase that culminated in a live Instagram broadcast. A simple yet strategic format, created to introduce the concepts of the manifesto and highlight the project’s artistic tone. The live session kicked off the storytelling, generating organic visibility and the first interactions around “The M Movement”.

Shooting

We developed a photographic project aligned with the new identity: artistic aesthetics, attention to detail, and visual storytelling. The shoot highlights the dialogue between material and creative gesture, creating a coherent and modular visual library designed for social media, website, print, and future activations.

SOCIAL STRATEGY

On Meta, the social strategy focuses on institutional storytelling, creating a space where the winery and the Movement share their story, strengthening the relationship with the existing audience. A smooth content schedule ensures continuity for the project and amplifies its reach, turning the channels into true narrative touchpoints.

TikTok, on the other hand, is dedicated to creative activation: The M Movement channel transforms into a showcase for artists and performers who, through original content, interpret their being part of the Movement. Each video becomes a piece of a collective story, helping to spread Montina Franciacorta's identity in an engaging and contemporary way.

METHOD

“The M Movement” is the result of a journey built through the Magnetic Branding® method, the proprietary approach that integrates coherence, consistency, engagement, and credibility into an attractive strategy. A project that demonstrates how branding, when properly guided, does not merely communicate: it becomes a creative force, an operational vision, and a growth lever.