Challenge
Viñalba is an Argentinian-based wine range and the result of a collaboration between Bodega Fabre and UK producer and importer, Buckingham Schenk. The brand wanted to change its positioning, tone of voice and USP through the use of a brand film that could work across multiple markets.
Client |
Bodega Fabre & Buckingham Schenk |
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Capabilities |
Brand Film
Photography |
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Solution
Upon hearing the story of Viñalba’s winemakers, we transformed this true tale into a rich territory for the brand to explore. Its story is that of the great love stories. Two people who fell for each other, and turned that connection into a new beginning. Into a great winery. Based upon this, we took the idea of chemistry, and created a storytelling that explained the origin of the wine itself, and showed the audience how Viñalba is perfectly positioned to bring people together.
Brand Video
Set around a moment of attraction, we created a brand video that tells the story of the winery while placing the wine at the center of the movement.
Photography
We developed a photographic style for Viñalba that reflected the romantic story at the heart of the winery, and the high quality of their wines. This new style ushered in more light and contrast whilst placing the wine in a more lifestyle-focused space.
Social Media
We created different versions of the brand film to work across social media. Each version was created around a different strategic need, with a focus on either human connection, product or origin.
A Touch of Chemistry. Crafted by Destiny.
Patricia Contreras July 8, 2022
Challenge
Graffigna is a wine brand that was acquired by VSPT Wine Group in 2019, which took on the brand with an eye towards strenghtening its presence in the market. Graffigna was already well-positioned, including being listed in Sainsbury’s, but VSPT sought to build brand awareness and style Graffigna as a personality forward brand to appeal to its consumer base of engaged newcomers between the age of 30-50 with a particular price point in mind.
DAf was asked to create an impactful 360 campaign to increase brand awareness. We sought to revitalize the branding to show the wine as being full of personality, stylish and desirable, hip and upbeat, and something that joins people together.
Client |
VSPT Wine Group |
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Capabilities |
Brand Video
Key Visual
Social Media
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Solution
Graffigna’s bottle has a memorable typeset-style red G on its label, for the name of its wine and its namesake, Santiago Graffigna who founded the winery 150 years ago. The G becomes the protagonist of the new campaign, as the “character“ to which the campaign refers, using the character to refer to the typographic G on the label and as the beginning letter for characteristics that typify the people who drink the wine, such as genius, geniuneness and glory. Character is also understood, in a play on words to mean to have a vivacious personality. DAf brought these interpretations together with with the creative phrase “Show your character.“
Video
The video starts with a view of the signature G of Graffigna emblazoned on a transparent drum skin. A hip 30-something woman pulls a wine bottle off a shelf, does a showy throw and catches the bottle behind her back before sliding it into the water bottle cage of her retro-style bike. We see her playing the drums, and riding through traffic and then down a few stairs. An eclecticly-dressed middle-aged gentleman raises his glass to us from the table of an outdoor café and then a sprinter who runs with a prosthetic leg runs quickly down an alley. The cyclist arrives at a rooftop party to share the wine with friends.
Script
There’s one character that always stands out
And it begins with a G
It’s the genius of those who create their own roots
The genuineness of showing your true essence
And the glory that comes from overcoming obstacles
This is Graffigna, a wine of quality
For those with true character
Graffigna, show your character
Key Visual
The key visual is in tones of red, black and white and show a brick wall that has been plastered and papered over, and then stripped back, revealing Graffigna’s signature G. To the left of the graphic is the bottle of wine standing upright with the overlay: Show your Character.
Social Media and Photography
DAf developed a series of static pieces and 30“, 15“, 10“ and 6“ video capsules for use on different social media platforms as well as for YouTube in the UK and Canada. The videos were based on the theme of showing one’s character and highlighting words that begin with Gs from the campaign, such as: genuine, which celebrates authentic individualism; glory, which gives a call to action to toast to one’s victories; and genius, which celebrates a combination of creative problem solving and spontaneity. The three different individuals featured in the video are also shown here.
Patricia Contreras December 28, 2020
Challenge
A premium and pioneering wine brand from the Uco Valley, La Celia had achieved unprecedented growth in several key international markets. The brand required a strong storytelling and campaign to mirror this success and strengthen its bond with consumers.
The brand needed to show origin, while differentiating itself from other Mendoza-based wine brands. DAf was asked to create a powerful concept to connect with both trade and consumers, developed through a new brand video, key visual and material for social media.
Client |
VSPT Wine Group |
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Capabilities |
VIDEO
KEY VISUAL
SOCIAL MEDIA |
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Solution
La Celia has an authentic and memorable origin story; telling how its founder, Eugenio Bustos, traded his finest horse for Malbec vines, becoming the first to plant the variety in the Uco Valley. The horse is of such significance to La Celia’s story, that it forms the brand’s logo.
DAf wanted to show the relationship between the horse and the vines, capturing the poignancy of the tale, while also making it relevant to today’s consumers.
The tagline “Unbridled Excellence” nods to the brand’s equestrian history while also underpinning its vision — to set standards of excellence in its winemaking.
BRAND VIDEO
The brand film sees the horse unbridled, galloping in the wine’s bodega, looping around the Malbec vine. It is a theatrical display of the brand’s core elements interacting in one dramatic scene. At the end, the majestic mountains of the Uco Valley are seen, as the horse gallops out of the winery, among the vines. Its freedom and expression reflect the brand’s motivation to create wines of unrestrained excellence, constantly pushing the limits and looking forward.
KEY VISUAL
The key visual is an elegant but sturdy black horse over a dark background that recalls elements of the wine’s label, a printed background that suggests a handsome aesthetic.
SOCIAL MEDIA CONTENT
We created series of Instagram posts focusing on the exchange of the prized horse for Malbec vines, the pioneering spirit of the family, and the excellent quality of the wines they craft. These included stills and capsules.
Patricia Contreras August 20, 2020
Challenge
Catena Zapata brand La Posta’s portfolio features three single-vineyard Malbecs, named after the grower who tends to each. Already known to the US market and now featuring award-winning, Art Deco-inspired labels, La Posta wanted to renovate their social media presence through content to connect with both the trade and the brand’s older US millennial consumers. While previous digital communication had strongly highlighted the three growers themselves, La Posta now required a more open creative concept that would present the wine’s personality and generate consumer wanderlust for Argentina.
Client |
Catena Zapata |
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Capabilities |
CAMPAIGN BRANDING
PRODUCTION
SOCIAL MEDIA CONTENT |
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Solution
DAf traveled to Mendoza to visit Growers Paulucci, Fazzio and Pizzella at their vineyards, to hear about their work and what originally brought their families to the Mendoza region. During these conversations, their interpretations of the brand name were teased out. Originally referring to an end-of-day gathering place for country workers, a contemporary posta, it became clear, had no set location. Rather, the term could be interpreted as the act of gathering two or more people over food and drink, wherever and however this may occur. From there the angle of spontaneity was identified and the campaign claim “Live Now“ was discovered.
INVESTIGATION
DAf visited Paulucci, Fazzio and Pizzella’s vineyards in Mendoza regions Ugarteche, Tupungato and the Uco Valley, to uncover their personalities and philosophies on life.
PRODUCTION
We filmed over two days in the city of Mendoza and surroundings, including on-site in Pizzella’s vineyards, to unpack the concept “Live Now“ in three key campaign territories. These were: the bodega (a traditional, casual Argentinian bar), the vineyards (key to mark the brand’s origins) and diverse, improvised settings (key in the spontaneity inherent to today’s concept of a contemporary posta).
A non-intrusive style of photography and filming allowed 13 models to interact naturally with each other and the growers, creating the illusion of an additional person present throughout.
The world created is of friends—both recent and lifelong—discovering Argentina, accompanied by the brand.
CAMPAIGN BRANDING
Drawing from La Posta’s Art Deco-inspired labels and traditional visuals of Argentinian storefront signage, DAf’s designers created campaign branding including color palette, typography and borders for application across social media content.
SOCIAL MEDIA CONTENT
Content for social media posts and capsules was created, applying campaign branding and giving life to La Posta’s relaxed, optimistic tone of voice.
Patricia Contreras September 17, 2020
Challenge
Argentina’s Bodegas Esmeralda came to DAf with a challenge: To create a lifestyle campaign for their brand Uxmal, including brand video and photography, to be filmed in a multicultural location that would subtly evoke wanderlust alongside old Buenos Aires.
Client |
Bodegas Esmeralda |
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Capabilities |
Video
Photography |
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Solution
Working with the claim “Destiny brought us together.”, DAf traveled to Barcelona to capture the story of two travelers to the city, whose separate lives were brought together by a chance encounter. The film was edited using a split panel effect, in which we see each individual story developing, until the point at which the characters meet.
Brand Video
Filmed on location in the neighborhood of El Born and accompanied by original music composed for the campaign, Barcelona’s ultra-recognizable city streets and terraces are the main stars of the brand video, filmed at a time of year when the light and colors of this iconic destination mesmerize.
Photography
A wide range of photographic assets were also created during filming, to be used by the brand principally on social media.
Behind The Scenes
One of the world’s most iconic cities, Barcelona is the perfect backdrop for the story of a chance encounter.
This was an exciting chance for our offices in Santiago and Barcelona to unite on a common project and collaborate in campaign creation.
Destiny brought us together.
Patricia Contreras September 29, 2020
Challenge
With a diverse portfolio of premium to super premium wines, and specialization in Malbec from the Mendoza region, Trivento is Argentina’s most powerful wine brand in the European market.
Translating roughly as “three winds,” Trivento is an evocative name, though the brand realized global consumers did not readily make this connection. Based on this insight they came to DAf with a clear challenge: A new campaign, including a brand video and key visual, to give meaning to Trivento’s name, link it to the premium quality of its wines and support consumer recognition of their icon, newly emblazoned across bottles.
Client |
Bodega Trivento |
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Capabilities |
Video
Key Visual
Storytelling |
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Solution
Throughout the year, Mendoza is visited by three winds: the zonda, subestrada and polar. Though each wind is seasonal and distinct, they are not linked in a literal sense to the region’s excellent reputation for winegrowing.
Discounting an enological rationale for the winds, DAf returned to its roots in storytelling. Our team drew from the force and strength inherent in the concept of wind to tell the creation myth of the Mendoza region, with the three winds as protagonists.
Brand Video
DAf traveled to Mendoza to film this tale on-location in the foothills of the Andes mountains, Uspallata Valley and Trivento’s own vineyards in the Uco Valley.
Footage of Mendoza’s mountains and vineyards was filmed by drone and camera, and later transformed using CGI, adding storm clouds, lightning and other weather conditions.
Storytelling
They say that many years ago, long before history was written down, the area we now call Mendoza was desolate and inhospitable. The forgotten lands were rocky and parched. There was no rain. There was no sun. There was no life.
The land was battered by two great winds.They were like impulsive, living things; crashing into each other and creating whirlwinds from which nothing could escape.
One day, the winds grew unusually fierce. They became dense and dark, and twisted into a hurricane so savage that the Andes struggled to remain upright and the land fought to avoid being split in two. Suddenly, a third wind arrived and joined forces with the other two. But instead of creating an even more terrible storm, something happened that even the winds themselves could not have anticipated: The three winds grew calm. The rains came, followed by warm sun and cool evening breezes. The earth took form, revealing sand, clay and smooth rocks. The land blossomed with trees, flowers and vines.
This is how three winds balanced the elements of a valley, molding it into the ideal land for growing wines and revealing the symbol that has guided us ever since. And so it is that we remain here to this day, sustained by the strength of our icon and creating wines with epic origins.
Voice Over
They say that many years ago,
long before history was written down
the area we now call Mendoza
was battered by two winds.
One day they were joined by a third wind.
But instead of an even greater storm,
their union created calm…and life.
This is how three winds combined
to create the ideal land for growing wine,
and revealed the symbol that has guided us to this day.
Before and After
DAf filmed on-location in the mountainous region of Mendoza, and afterwards integrated CGI and after effects, in order to show the building storm.
Key Visual
Based on the concept “Discover an epic origin,” the key visual shows the revelation of Trivento’s icon in the midst of Mendoza’s newly born winemaking region.
Patricia Contreras September 25, 2020
Challenge
Bodegas Esmeralda approached DAf to create a commercial as part of a branding campaign for their new product, the Esmeralda Malbec, to screen on Argentinian television to target the national market.
They wanted something to reflect the tradition of the wine, which is named after Esmeralda Fernández, the only daughter of the winery’s founder Don Juan Fernández. Bodegas Esmeralda is one of Mendoza’s oldest wineries.
Client |
Bodegas Esmeralda |
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Capabilities |
Storytelling
Video
Photography |
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Solution
DAf looked to manifest the idea of tradition within the winery’s legacy of generations, as it remains a family run business to this day.
DAf found it inspiring and signficant that Don Juan Fernández named the winery after his daughter Esmeralda, so based the campaign on this relationship built on mutual respect, love and honor.
Storytelling
The campaign is narrated by Esmeralda, who is the central figure of the commercial. In a voiceover, she relates how her father found her magical, spellbound by the striking beauty of her green eyes. Yet, Esmeralda maintains that her father was, in fact, the magical one, as it was he who possessed the skill of creating enchanting wine.
The father and the daughter are seen holding their wine glasses, as if captivated by the scent. In the narration, Esmeralda reveals that she decided to follow in her father’s footsteps and created a Malbec to honor his legacy.
DAf strengthened the brand’s voice through the stark use of the green hues, a color connotated by the name Esmeralda. As Esmeralda is the character that the wine embodies, it was important to depict her as a figure of beauty, yet someone who holds also a touch of allure and mystery — reflected in her mesmerizing, green eyes.
The winery has an edge of the fantastical to it, as it remains a mystery how the family concocts such quality wines. In the video, this is denoted by the color palette: the bodega is a shadowy grey, illuminated by touches of the green, symbolizing the family’s magical prowess in winegrowing.
An enchanting family tradition, a magical wine.
Patricia Contreras October 14, 2020
Challenge
It’s no secret that Argentines love soccer. So when Argentinian wine brand Trivento became the first to sponsor the USA’s Major League Soccer tournament (MLS), they were understandably motivated. Soccer is currently surging in popularity among young US fans, rising 11% in 2017, while football, basketball and baseball all experienced drops.
Working under the partnership’s claim “A shared passion,” DAf was charged with creating assets for distribution nationally in the US, to support Trivento’s MLS sponsorship.
Client |
Viña Trivento |
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Capabilities |
Strategy
Key Visual and POS
Digital 3D Capsules |
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The challenge was clear: to create a full digital campaign, supported by on and off-trade POS, that encompassed MLS’s different programs (Kick Off, All-Star games, and Finals) while strengthening the shared value between wine and soccer.
Strategy
Our target audience was made of 25 to 45-year-old, mostly male, digitally-fluent soccer and wine fans. It was therefore clear that our digital campaign had to speak to a variety of age demographics while encompassing MLS’s major programs and the many teams that compete.
With 24 teams in MLS across 24 states, DAf proposed the angle “Choose” as the call to action for fans to get behind their team—and now, by extension, behind Trivento.
DAf developed four different lines of brand communication:
“Choose the best” (tournament-round communications)
“Choose to begin” (Kick-Off)
“Choose your all-star” (All-Star game)
and
“Choose your champions” (Finals)
KEY VISUAL
DAf collaborated with a professional soccer player to develop key visuals. He was photographed in full motion, performing shots and ball skills. Later, our team removed identifying features to suggest that this player could be anyone: Anyone can be a soccer star, even the fans themselves.
Digital 3D Capsules
To create digital assets, DAf proposed a series of short 3D videos based on the language of the key visual.
3D had the added value of being able to combine movement with the player’s invisible body, thereby allowing his identity to encompass the fans’.
Social Media
DAf was later charged with the client’s social media strategy and the creation of different pieces content speaking to key aspects of the MLS, including the main protagonists–the players.
The MLS and Trivento partnership is an exciting opportunity for DAf to generate interest in two categories that are not always closely-associated, yet in the face of a surging US interest in soccer, have a lot of potential for growth.
Patricia Contreras October 14, 2020
Challenge
Part of the Hess Family Wine Estates, Colomé is located in the north of Argentina and is one of the world’s the highest vineyards. They asked DAf to create a brand story, key visual, brand video, shorts for social media, as well as point of sale displays.
Client |
Bodega Colomé |
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Capabilities |
Key Visual
POS
Social Media Videos |
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Solution
A super premium wine, Colomé is the result of the dry, high-altitude conditions found in Salta, northern Argentina. It is also the oldest vineyard in the country. DAf took these elements and crafted a storytelling around the idea of extremes, that Colomé’s history and the location of its vineyards are what impart quality to this wine.
Inspired by its remote location, the DAf team created a brand video which followed the route through the dramatic landscape as it climbs up to reach the vineyards.
This use of pathways through spectacular surroundings inspired the claim “Where the road ends, our dream begins,” giving the brand a sense of poetry and drama. This idea was then solidified with the tagline “Greatness born of extremes” and both the claim and tagline were used together to highlight the unique elements of this special wine.
Key Visual
The key visual also reflected this sense of spectacle, with the bottle placed against a mountainous landscape, with vineyards unfurling into the foothills, an impactful visual reference that leaves the consumer in no doubt that this wine comes from somewhere special.
POS APPLICATIONS
The key visual was applied to various POS designs, such as a case card, glorifier, necktag and table tent.
Social Media Videos
The brand video footage was additionally used for a series of 15 second social media shorts. Three of these shorts focused on Colomé’s different vineyards, another on the spectacular colonial house on the property, and the final introducing the people who work to create the wine and brand.
RESULT
The client was delighted with the result and presented the new brand video at ProWein, unveiling the new creative direction for Colomé.
Greatness born of extremes.
Patricia Contreras October 16, 2020
