AI has become the go-to place for asking questions about love, especially among young lovers. The numbers are striking, as more than 300 million messages sent to AI every week are related to relationships, emotional guidance, and matters of the heart. Yet understanding love remains just as complex, unpredictable, and impossible to calculate as ever. Because at its core, love is still something deeply human.
Older people have looked for love, found love, lost love and found love again…
…So la comunidad and wine brand, Alma Mora, present a campaign that invites people to look beyond algorithms and reconnect with the wisdom of lived experience. The campaign, A Conversation between generations about love, pairs younger people navigating love with older adults who offer real, unfiltered advice shaped by a lifetime of loving, making mistakes, and starting over.
“In a world where artificial intelligence seems to have all the answers, Alma Mora reminds us that when it comes to love, there are other sources of wisdom. They may be less precise and not backed by mountains of internet data, but they are grounded in something essential: life itself,” statedPablo Moraca, global marketing director at Grupo Peñaflor.
“This campaign turns the spotlight on people who have already lived through much of life and have learned that love can only be understood by experiencing it. Men and women who fell in love, built relationships, broke up, made mistakes, and started all over again. They’re front and center here, offering answers shaped by the experience that only comes from having truly loved,” la comunidad added.
The idea extends beyond traditional media. Influencers and creators will take to the streets to invite older adults to share their perspectives, while social media users will be able to submit their own questions and have them answered by people who have lived through similar experiences firsthand.
Rosario Garré, Finca Las Moras marketing manager at Alma Mora parent, Grupo Peñaflor, commented, “At a time when everything is evolving at an overwhelming pace, there is still something magical that happens when two people sit face to face and share a glass of wine. That spirit has always been at the heart of Alma Mora, and this is our way of bringing it to life today.”
Credits
Client: Grupo Peñaflor / Finca las Moras / Alma Mora
Client Team: Alejandro Helou, Pablo Moraca, Rosario Garre, Victoria Vallone & Delfina Gadda
Agency: la comunidad
Founder, Global Chief Creative Officer: Joaquín Mollá
EVP Regional Managing Director Latam: Julieta Rey
General Manager: Ramiro Gonzalez Venzano
Executive Creative Director: Lisandro Cardozo
Creative Director: Ignacio Grosman.
Head of Art: Raúl Vassena.
SVP, Head of Art & Design [Creative Support]: Fernando Reis.
Creative and Design Team: Agustina Olea, Melina Villaruel, Nía Martínez.
Sr Strategist: Mariana Bua
Head of Client Services: Sol Blanco
Account Director: Catalina Gay
Account Executive: Lucia Restuccia
Social Media Team: Josefina Sanchez, Cesira Elizalde.
Production Manager: Ramiro Capisto
Production Team: Florencia Hernandez, Juan Cruz Ardanaz.
ProductionCompany: La Industria Cine
Director: Pucho Mentasti
Co-Director: Hernan Jauregui
Executive Producers: Rai Bassano · Franco Sintoff · Ivan Buldrini · Andres Kosovsky
Director of Photography: Santiago Conde
Photographer: Mechi Bassano
Digital Direction: Gaspimenta
Editor: Camila Muhafra
Colourist: Roy Bermudez
Armaleo Color Producer: Santiago Burgos
Music: Papamusic
