Root:1 –Deeply Chilean, Wildly Sustainable

USA – Root:1

Deeply Chilean, Wildly Sustainable

Challenge

US producer, Winebow came to DAf with two objectives. Firstly, they wanted to reposition their existing, sustainable Chilean wine range, Root: 1, and secondly, develop the full creative campaign behind their new bag-in-box red blend, GEA by Root: 1.

For both products, Winebow was looking to connect with environmentally conscious, millennial, urban professional consumers. It was important to emphasize that both products were crafted from Chile’s first certified, fully sustainable vineyard.
Client
Winebow USA
Capabilities
Brand Video

Key Visuals

Social Media
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Solution

DAf identified the Root: 1 consumer as someone who likes to share quality wine with friends and loved ones, but also wants to make good, sustainable purchases while doing so. This customer cares about the provenance of their wine and wants to see evidence of a brand’s environmental commitment. Based upon this we developed a positioning and creative that brings together Root:1’s origin and ethics, leading with the tagline: Deeply Chilean, Wildly Sustainable.

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Brand Video

For the film pieces for both products, we combined lifestyle with the wild power of the Chilean landscape. Llamas roam upon the mist-covered Andes, and wine grows on vines just kilometers from the Pacific Ocean. We ask the consumer, could you imagine your wine coming from a place like this? Mixing seamlessly with these wild nature scenes, we see different scenes of a young couple enjoying both the glass bottle of Root:1 and the portable bag-in-box GEA. The brand videos show all of the outdoor and social occasions where both these products fit in while also communicating the environmental importance and providence of the wine.

Key Visual

Here, the Key Visual for Root: 1 shows the product in the context of its wild origin, quality and lifestyle. We see a bottle of wine in front of the vineyard’s Head Winemaker as he blends in with the nature around him. Dotted throughout the image are native Chilean flowers, the Andes, hummingbirds, grapes, renewable energy sources and a couple enjoying a glass of wine. Text along the bottom of the Key Visual tells us more about Root:1’s winery and its significance as the first certified, sustainable winery in Chile.
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Social Media

The social stills for both products focused on showing the wine within the lifestyle context. We see Root: 1 in outdoor settings, being enjoyed on what looks like a North American camping trip. A feeling of warmth was created by using close range shots of GEA being enjoyed by a campfire. Video content further demonstrates the sustainable Chilean origin of the wine, mixing epic landscapes with these casual consumption moments.
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Deeply Chilean, Wildly Sustainable.

March 1, 2022

In Search of Noble Roots

Chile – Marques de Casa Concha

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.
Client
Viña Concha y Toro
Capabilities
Brand Videos

Key Visual

Social Media Content & Photography
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Solution

The angle of “noble roots“ was chosen as a means to connect with both the brand name and the work undertaken by their winemaker. Connected by the claim “In Search of Noble Roots,“ three campaign pillars were identified, each of which touches on a specific element of Marcelo Papa’s investigations and talents. These were Education, the Vineyard and Gastronomy.

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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.
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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.
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Dig Deeper.

March 2, 2021

B-Liv – Live Complete

Chile – B-Liv

Live Complete

Challenge

VSPT needed a campaign for their new sustainable, organic wine brand. However, it didn’t want to communicate simply its RTBs by preaching to its target. Instead, the brand aspired to referring integrate themselves as part of the consumer’s lifestyle. Working with the focus of a wine that is “good for me, good for the planet”, DAf created a concept and storytelling.
Client
Viña San Pedro Tarapacá
Capabilities
Brand Video

Key Visual

Social Media Content

Photography
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Solution

The consumer is already looking for sustainable choices to shape their lifestyle; they buy organic fruit, wear thrift store clothes—but what about their wine? The campaign presents B-Liv as the missing part of the consumer’s cycle, the go-to wine for sustainable, healthy living. The tagline “Live Complete” conveys this message of completing the cycle, with a brand video that uses a circular concept as a central motif to living well while doing well by the planet.

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Brand Video

In-studio, the bottle was filmed on a large rotating stage, allowing DAf to film it in a circular motion from different angles. The stage was equipped with dark moss-like plants, as if positioned on a table that had since been taken over by nature. The shots of the bottle cut to lifestyle shots that celebrate wellness and sustainable living, to communicate the celebration of life, renewal, and uplift the benefits of a conscious wine and a conscious lifestyle.

Key Visual

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Social Media Content & Photography

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Live Complete.

December 24, 2021

Home of Biodiversity

Chile – Viña Tarapacá

Home of Biodiversity

Challenge

Viña Tarapaca is one of Chile’s best-regarded wine brands, both steeped in tradition and highly awarded for generations. The brand came to DAf to take on a purpose, leaving behind its highly traditional image and zoning in on its ambition to preserve the biodiversity of its home; a natural clos in the Maipo valley.

Taking on a brand purpose presented two main challenges. Firstly, creating a shift from a territory of traditional celebration to one of pioneering sustainability, without losing the brand’s character and values. Secondly, educating the consumer on the Viña Tarapacá’s sustainability initiatives and connecting this vision to the quality of the wine.
Client
Viña San Pedro Tarapacá
Capabilities
Brand Video

Key Visual

Photography

Social Media Content
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Solution

Viña Tarapacá’s tradition is synonymous with its beautiful home, the casona, an icon of the brand seen in previous campaigns and emblemized on the packaging. The solution was to use the word “home” as a bridge that guides consumers from Viña Tarapacá’s revered legacy to its pioneering future. We now focus on Viña Tarapacá’s home in the context of its purpose — the magnificent natural clos surrounding the house, and why this area is an essential refuge for native endangered wildlife.

“Home of Biodiversity”, the campaign in support of their purpose, shows the abundant nature of the clos and its connection to the vineyard. The film was shot entirely in the clos itself. An endemic Chilean eagle guides us, from the iconic casona through the vineyards, as we encounter different fauna and flora on the way. The animals on set were filmed with all necessary security and safety provisions in place, ensuring their comfort at all times.

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Brand Video

A 30-second brand video was created in English, Spanish and Portuguese, for release throughout different markets. In addition, we created several other formats for online use, including vertical for Instagram Stories.

Key Visual

A breathtaking world of greens and blues is central to the key visual, which captures the clos above. As the star of the campaign, the eagle flies overhead, showcasing Viña Tarapacá’s home as a haven for nature.
Key Visual

Photography

Our team shot on location at the winery’s natural clos, capturing native animals (including the Chilean eagle central to the video) in their natural environment.
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Social Media Content

We created content for social media to educate the consumer about the winery’s purpose and about biodiversity in general.

Home of Biodiversity.

June 2, 2021

A Pact with the Extraordinary

Chile – Diablo

a Pact with the Extraordinary

Challenge

Diablo is a conceptual brand made for Millennial minds. Part of the Casillero del Diablo family, this offshoot brand personifies the infamous Devil and speaks to consumers directly. DAf was asked to resolve two major challenges: To move from its established conceptual territory into the world of the consumer and to reinforce the icon of the Diablo on the label.

DAf studied the target; a younger generation of wine drinkers preferring storytelling and brand character to wine notes and information on terroir. We looked at how to communicate quality through aesthetic rather than technical information, and to venture into the lifestyle of Diablo’s loyal, aspirational followers.
Client
Viña Concha y Toro
Capabilities
Brand Video

Photography

Key Visual

OOH

POS
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Solution

Given the need to creatively personify our consumers, DAf created two characters that represent the brand’s aspirational target, and therefore Diablo’s shift from the conceptual to the tangible. They are empowered, seductive and confident, with a touch of charming maleficence that is set to intrigue. The global campaign claim “A Pact with the Extraordinary“ remained consistent, adapted to “Wicked Never Tasted so Good“ for the UK market given insights regarding this target’s perception of the Diablo’s flavor.

Adding to the appeal of the concept, the faces of the protagonists are never seen. They could be anyone, and the consumer is invited into the group. The only face we see in the final video and photography is Diablo’s. Only one question remains implicit: Will you follow?

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Brand Video

Shot with cinematic techniques and set in an opulent residence with a sophisticated, eclectic art design, the brand video features two characters representing Dark Red and Black Cabernet who inhabit the space with a flirtatious, alluring charm, weaving through the maze of hallways to meet in a seductive climax. Their faces are obscured throughout, revealed partially at the end of the video along with the brand’s icon.

Photography

Shot in the same luxurious mansion environment, DAf developed photographic assets for use on social media, featuring the product and consumers inhabiting their fantastical world, all rendered in saturated tones of red and black with gold accents.
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Key Visual

DAf created eight different key visuals, featuring the female and male character with different SKUs. Both the global claim “A Pact with the Extraordinary” and the UK-market claim “Wicked Never Tasted so Good” are used, depending on the market’s individual needs.
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OOH and POS

OOH and POS material features the female and male characters, their faces mysteriously half-obscured by the Diablo graphic.
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Making Of

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The Pact Deepens.

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April 20, 2021

Raise Glasses, Not Sea Levels

Chile – South Cause

Raise Glasses, Not Sea Levels

Challenge

South Cause is a new wine aimed at Generation Z and Millennials; targets with high expectations of their brands, actively favoring those that contribute positively to social change. Defined as an “activist wine”, South Cause’s purpose is clear: To save Patagonia’s glaciers, with each bottle donating funds to the Chilean Glacier Foundation.

The launch campaign needed to address three key points: To educate the brand’s global consumers on the problem facing Patagonia’s glaciers; to introduce South Cause as a conscious wine choice whose entire winemaking process is mindful of climate change; and to present the brand as part of a positive solution to saving the glaciers.
Client
Viña San Pedro Tarapacá
Capabilities
Brand Video

Photography

Social Media

Website
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Solution

DAf investigated how environmental NGOs communicate bold messages in intelligent, concise and captivating ways. The campaign claims “Raise Glasses, Not Sea Levels” was born of this exploration; a central message that avoids lament or despair, but inspires consumers to take action and join the cause by raising their glasses, becoming informed and making a difference.

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Brand Video

Filmed in Patagonia, the video takes consumers to the beating heart of the cause, allowing them to appreciate the glaciers’ majesty while understanding the global threat posed if they melt. Following two protagonists close to the cause — an activist and a nature photographer — the film chronicles their expedition, equipped with a bottle of South Cause, clearly presenting the wine’s commitment to Patagonia’s melting glaciers.

The upbeat percussion soundtracks energetic editing, which weaves playful text animation on top of dynamic split screens, creating a powerful and assertive tone that invites the consumer to share the brand’s passion for change.
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Cause

The cause of saving Patagonia’s glaciers is explicit throughout all materials, with consumers never left to wonder how their purchase is actually helping. Rather, they know from the get-go that by choosing South Cause, they are actively assisting to save glaciers.
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Photography

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Social Media

Website

DAf designed and programmed South Cause’s website, balancing the task of communicating the brand’s purpose and the range of wines available to support it.
Visit the Website Here

Raise Glasses, Not Sea Levels.

October 6, 2021

Eristoff – Urban Edition

Chile – Eristoff

Urban Edition

Challenge

Eristoff, a vodka by Bacardí aimed at young, university-aged consumers, released Urban Limited Edition, range of four flavored vodkas. Featuring Original, Blood Orange, Black and Gold, each bottle was inspired by a particular urban cultural style. Eristoff came to DAf to find a unique territory for Eristoff to build upon, serving the brand to launch Urban Limited Edition and raise awareness amongst consumers.
Client
Bacardí
Capabilities
Key Visual

Music Videos

Social Media
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Solution

DAf had previously worked with the brand to create Eristoff Live, an online virtual festival inviting reggaetón and trap artists to perform on Instagram Live, at a time when the pandemic had completely closed bars and clubs. Given the cultural relevance of this music style among young, local consumers, DAf proposed the brand continue driving these collaborations, coupling four artists with the four bottles in the Urban Limited Edition range and filming short music video inspired clips with each. Supported by the claim “Este Invierno, el Lobo Cambia de Piel”, the material glorifies the change of packaging undertaken by the Eristoff wolf in this limited edition.

The roll-out would be three-fold: The first phase launched the range itself. The second would present short music videos of the four artists, with their respective Eristoff bottle. The third phase would involve live performances shown via IGTV, cross-posted by each artist to their fanbase.

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Promo Videos

DAf created 6” videos for YouTub and 15” for Instagram featuring each bottle and artist. Four stages were created, each with a color palette and design corresponding to an Urban Limited Edition bottle. The lighting design was an important link to the cultural world of reggaetón and trap music, being instantly recognizable to fans of this music as part of its visual language. Each artist gave life to their stage, performing and introducing their bottle, along with the claim.

Performance Videos

At a later stage in the campaign, performance videos featuring each artists were released, allowing consumers to immerse themselves in each style, accompanied by Eristoff.
To See the Performance Videos Click Here

Key Visual

The key visual shows the four bottles together, the original variety slightly to the front. To the back are the lights and smoke associated with reggaetón/trap culture.
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Social Media Content

DAf created a range of pieces in different formats for social media, including posts, capsules and stories.
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Urban Limited Edition.

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August 25, 2021

Recipes

Chile – Viña Maipo

Recipes

Challenge

Viña Concha y Toro’s brand Viña Maipo came to DAf with a novel idea to promote using wines from their popular Mi Pueblo and Classic Series ranges as part of cocktails. As a result, DAf developed six different cocktails based on their wines, using ingredients available throughout Latin America. Additionally, they wanted to create recipes for four different dishes that require little effort but still pack a punch and pair well with their wines.

The idea was to choose different times of the day for each of the cocktails, as well as the food that was paired with it, bringing a playful, friendly or romantic vibe to each of the eating and drinking occasions.
Client
Viña Maipo
Capabilities
Videos

Key Visuals

Social Media Content
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Solution

To begin with, DAf worked to build the cocktails and simple recipes, in coordination with mixologists. Each one is suited to a particular time of day: brunch, midday, daytime, sunset, twilight and midnight.
The recipes we developed are simple twists on easy-to-prepare foods. In an artistic departure from popular Instagram recipe and food videos all shot from overhead, DAf took a different approach to develop 10 different videos.

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Key Visuals

For each range we created two key visuals. For the Classic Series we created a light-filled outdoor scene featuring three SKUs accompanied by key ingredients necessary to create the wine cocktails, accompanied by the claim “It’s Wine Time, Classic Cocktails for any moment of the day”.

Under the claim “Comfortable Food for Comfortabl Moments,” the Mi Pueblo series is shown in a gently lived-in scene featuring natural light and warm, casually arranged implements and pairing suggestions.
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Cocktails

The wine cocktail recipes contain easy-to-source ingredients such as local citrus or other fruit, such as pineapple or cherries, or even berry sorbet, spices such as anise, cinnamon or black pepper, and other alcoholic mix-ins like brandy or amaretto, sweetened with simple syrup and given a little fizz with the addition of soda water. With these simple ingredients, DAf put together six flavor-forward recipes, one for each time of the day and with a name to match, which are the following: Brunch Brilliance, Midday Blush, Daytime Delight, Sunset Soothe, Twilight Allure and Midnight Romance.
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Recipes

Each of the four recipes for the simple snacks and foods are accompanied by the claim, “Comfortable Food for Comfortable Moments.” They represent casual in-home dining, where a few ingredients transform something simple into something a little more deluxe. We developed the recipes to pair with the different wines from the line. The four recipes and pairings are as follows: Pasta Tikka Masala which pairs with Carmenere, a hummus trio with Chardonnay, a pizza with Sauvignon Blanc, and a hamburger with Cabernet Sauvignon.
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Videos

DAf styled and shot short videos featuring cocktail and food recipes, shot from closer angles than many Instagram videos shot from above, so as to develop a sense of warmth.

June 10, 2021

Embrace Your Flavor

Chile – GatoNegro

Embrace Your Flavor

Challenge

GatoNegro, one of wine’s most popular brands, came to DAf to launch a new campaign with a purpose: To highlight their commitment to championing diversity, by combatting racism, ageism, ableism and gender discrimination. Their aim? To use the brand’s colorful positivity with a clear purpose that would ensure consumers, loyal to the brand in 13 countries, knew their brand was for everyone.
Client
Viña San Pedro
Capabilities
Brand Purpose

Campaign Video

Key Visual

Social Media

Video Adaptations

Photogrphy
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Solution

DAf developed a brand manifesto to fluidly connect the pillars of flavor and diversity. While previously, flavor was used to describe the wine’s portfolio, in this campaign it is updated as being inherent to the consumer. The tagline “Embrace Your Flavor” is directly linked to GatoNegro’s positivity and inclusiveness, underpinned by the brand video’s message encouraging consumers to “love your flavor, be proud of it, share it with the world.” The campaign is uplifting and feel-good, 100% aligned with brand’s upbeat character.

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Brand Purpose

More than ever, to maintain currency in the eyes of consumers, particularly younger targets, brands must actively take on and communicate their position on current sociopolitical events. For GatoNegro, championing diversity was a natural progression of previous campaigns, particularly the “It’s All About Flavor” campaign. The concept of “flavor” extends, now not only taking to the range of wines, but to the identities and backgrounds of GatoNegro’s vastly diverse consumers. What remains is the brand’s characteristically bright, cheerful voice that our target has come to love and expect.
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Campaign Video

The brand video reflects GatoNegro’s philosophy of how sharing our differences contributes to a richer, more flavorful world. Present worldwide, we wanted to make sure all types of consumers felt represented by the video. To this aim, we ensured we showed a wide variety of people in different places, doing different activities, all embracing their flavor.

The central narrative in the video shows a dinner party where a group of six consumers meets to share GatoNegro, affirming the idea that life is better when we celebrate our differences and share together!

Key Visual

Alongside black cats and bottles of GatoNegro, our six characters feature: confident, positive and most importantly, together.
Key Visual

Social Media Content

We created a range of pieces for social media, in formats both horizontal and vertical, to communicate across the brand’s networks.

Photography

We shot on-location in Santiago, capturing the bottle alongside our characters in the context of their dinner party.
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Embrace Your Flavor.

June 23, 2021

Four Chapters

Chile – Viña del Pedregal

Four Chapters

Challenge

Viña Del Pedregal came to DAf with a clear need: To create brand videos and photography for their four wine ranges. The challenge was to establish an aesthetic that would unify the videos and converse across the board with the ranges’ different visual identities.
Client
Viña del Pedregal
Capabilities
Brand Videos

Photography
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Solution

The four ranges — Aves del Sur, Kidia, G7 and Carta Vieja — were filmed in a cinematographic style, employing the use of an opening credits feature typical of film and TV, through which to speak of the wines’ qualities.

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Brand Videos

Shot with robotic arms to allow for extreme precision when capturing details, DAf filmed each range in-studio alongside the elements that represented them: Aves del Sur, feathers of birds from Chile; Kidia, delicate orchids; G7, rings of wood in a nesting doll position; and Carta Vieja, sumptuous hand-written letters.

Photography

Each element represents the essence of its range: The feathers evoke the wines’ Chilean origin, while the orchids stand for the freshness and delicacy of the Kidia range. The rings of wood represent the family’s seven generations, and the letters, the wisdom passed down through written communication from father to child.
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Storyboard

With such a high degree of exactitude needed to film the videos, the pre-production process was very calculated. Highly accurate storyboards were created, to show what would be achieved during the shoot.
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Making Of

Supported by DAf worked with a highly-skilled team to capture each product and element in the studio.
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May 2, 2021