In Search of Noble Roots

Challenge

Marques de Casa Concha, one of Viña Concha y Toro’s most internationally-recognized brands, wished to create a campaign centered on Marcelo Papa, winemaker and Technical Director of Concha y Toro, who for years had been instrumental in seeking out the perfect harmony between place and variety, in order to create the brand’s portfolio of wines. The brand approached DAf to create this campaign, supported by a brand video, key visual, and social media content.

Brand Videos

The brand video presents and unpacks the 3 pillars: education, vineyard and gastronomy, and begins with close up visuals of the roots in the test pit, explaining in text Marcelo Papa’s great trajectory and importance in the world of Chilean wine. We see him engaging with the grapes, and the soil, and also studying books and maps as he talks about making wine with a certain level of depth, with a connection between the earth, variety and climate. Later, we see a variety of root vegetables, the winemaker in the test pit, and also pouring and tasting one of the brand’s wines.

Key Visual

DAf’s team visited the brand’s vineyards to photograph Marcelo Papa in the calicata, or test pit, showing the roots that are key in this campaign, supported by the claim “Marcelo Papa, In Search of Noble Roots.“

The claim “Dig Deeper“ was chosen for the consumer campaign, and used in the second Key Visual, released to the brand’s key markets in support of the consumer competition.

Social Media Content & Photography

Using the three campaign pillars, content was created to communicate the brand’s values, look and feel. Vertical video was created for social media, and photography was also used to tell the story of Marcelo’s study into the Noble Roots. The wine expert was shown collecting root samples from the test pit, examining them with curved blades and a magnifying glass before taking his findings to a bright, windowed study room. In this room he compares the wine’s roots to detailed papers and books, showing how he painstakingly evaluates the quality of these clippings in his quest to find the best origins and expressions in Chile; placing detail and dedication before all else.