Graffigna – Show your Character

Argentina – Graffigna

Show your Character

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
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.“

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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

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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.
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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.
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Show your character.

December 28, 2020

Unbridled Excellence

Argentina – La Celia

Unbridled Excellence

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
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.

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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.
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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.

Unbridled Excellence.

August 20, 2020

Live La Posta

Argentina – La Posta

Live La Posta

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
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.

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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.
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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.
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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.
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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.
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Live Now. Live La Posta.

September 17, 2020

Destiny Brought us Together

Argentina – Uxmal

Destiny Brought us Together

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
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.

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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.
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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.
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Destiny brought us together.

September 29, 2020

Epic Origin

Argentina – Trivento

Epic Origin

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
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.

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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.

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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.
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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.
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Discover an epic origin.

September 25, 2020

Choose The Best

Argentina – Trivento

Choose The Best

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
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.
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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)
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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.
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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’.

CHOOSE THE BEST

CHOOSE TO BEGIN

CHOOSE YOUR ALL-STAR

CHOOSE A CHAMPION

OUT OF HOME

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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.
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Choose The Best

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October 14, 2020

Where the road ends, our dream begins

Argentina – Colomé

Where the road ends, our dream begins

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
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.

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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.
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POS APPLICATIONS

The key visual was applied to various POS designs, such as a case card, glorifier, necktag and table tent.
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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.
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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.

October 16, 2020

Perdriel

Argentina – Bodega Norton

Perdriel

Challenge

When Finca Perdriel decided to relaunch Perdriel with a super-premium focus, based on the theme “wines of terroir,” it approached DAf for help developing a key visual to tell its new story as well as lifestyle imagery for use online.

The challenge for DAf was to communicate the concept of terroir to trade and consumers to generate brand equity and awareness.
Client
Bodega Norton
Capabilities
Key Visual

Photography
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Solution

Perdriel was repositioning as a prestigious Argentinian wine, one that gives the consumer status. In order to do that, DAf had to educate consumers about why terroir was so important when creating a super-premium wine.
Perdriel´s unique location at the foot of the Andes, the old vines that give the wine its character and the expertise of its winemakers all contribute to the wine’s quality.

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Key Visual

DAf decided to focus on these elements to explain the importance of terroir, creating a rich, textured image of the bottle surrounded by earth and complemented by two hands at the top of the image cupping the soil – a representation of its importance to the wine.

The claim then educates the consumer further on the value of terroir.
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Web Photography

Inspired by this key visual, the digital lifestyle images followed the highly-textured style, with each one focusing on one of the four key elements that make Perdriel special: it’s location at the foothills of the Andes; the climate; an exceptionally talented team and, of course, the vines.
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WEB

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Result

The client was delighted with the key visual and the way it interprets the importance of terroir and the imagery has been used as part of the relaunch of Perdriel.
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The value of terroir.

October 20, 2020