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Festa de Vinhos Brancos na Praça is an annual event that celebrates Douro white wines in an open and informal public setting. Held in the central square of Murça, the event brings together producers, visitors and the local community around wine tasting, conversation and shared experience.The project focused on building a coherent social media presence for the event, capable of reflecting its identity, atmosphere and strong connection to place.
The main challenge was to translate the open, spontaneous nature of the Festa into a clear and engaging digital narrative. Communication needed to feel accessible and immediate, without relying on technical wine language or overly formal communication, while avoiding an excessively promotional tone.Finding the right balance between documentation and storytelling was essential, ensuring clarity, rhythm and consistency throughout the event.
The project was developed for Instagram and Facebook, using a range of formats to build a continuous narrative.Static posts and carousels helped contextualise the event and participating producers, while Stories, Reels and short-form videos documented live moments from the square. Motion content played a key role in conveying atmosphere and a sense of presence.Copywriting functioned as a narrative layer, concise and contextual, supporting the visuals without overshadowing them.
The content strategy prioritised experience over explanation. Rather than focusing on technical details, the narrative centred on moments lived in the square: people, movement, glasses being poured and informal encounters.Visual direction relied on real contexts, natural light and candid compositions. Photography, short-form video and restrained copywriting were used in a complementary way, following an editorial approach that accompanied the event’s rhythm - before, during and after.
The outcome is a coherent social media narrative aligned with the open, informal and community-driven character of Festa de Vinhos Brancos na Praça. The project strengthened the event’s digital presence, increased engagement during the event period and contributed to a clearer and more consistent communication across platforms.
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