Ahead of the 10th anniversary of wine sales, emart, a hypermarket chain, was preparing a big discount promotion. In the market, inexpensive wines were starting to gain a certain deal of popularity. Thus, emart decided to exploit it as a new opportunity to popularize wine in Korea, as a common, daily alcohol drink.

For this goal, above all, the convention that “Wine is special” had to be shattered.

To most Koreans, wine is special; it must be with special marriage, to celebrate special occasion, as it has been portrayed so by the media. Hence, wine has usually been consumed in fancy restaurants, not at homes as a daily drink like beer.

We aimed to break this preconception created by the media in a way that people can actually relate to.

In order to deliver the message that ‘wine is normal’, this village called “Winery” has to look natural as if it really exists. We were planning to make up the imaginary village with an existing place; thus we thought the actors should blend well in to the background without any sense of incompatibility.

A few days before the shooting, we went to the village and casted real villagers as leading actors who were fit for shooting. Moreover, we had a course of assimilation with the villagers while having a dinner and conversation with them.

Since they were not professional actors, it was hard for them to speak their lines naturally on the actual shooting day. Still, the residents were so passionate and cooperative that the shooting site even resembled an audition site, and they eventually succeeded to act very naturally