The video had to be created to specific requirements that were captured during a one-to-one session with a key member of the Association’s committee.
In particular, the Cyprus Wineries Association expressed an interest in the creation of a video that would raise awareness about the wine of Cyprus before an international audience. The video needed to emphasise the competitiver advantages of Cyprus wine.
The target audience of this video was neither wine experts (such as sommeliers or masters of wine) nor wine enthusiasts amongst the general public. Rather, the target audience was importers. So, the video essentially had to distill potential selling points of Cyprus wine that would persuade potential buyers to consider it.
The timeline was short. The video had to be ready in less than 10 days, including revisions. As a result, a combination of stock and original footage was used.