Challenge
Alpaca is a Chilean brand that has performed well in Japan, without having ever launched a campaign. To create brand awareness in other parts of Asia, they asked DAf to build a campaign aimed at young consumers who seek good flavor and enjoyment, but who previously may have associated wine only with special occasions.
Client |
Alpaca |
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Capabilities |
Brand Campaign
Brand Video
Key Visuals
Cocktail Videos |
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Solution
We developed a strategic campaign that showed Alpaca wine in key everyday moments, working at a global level and specifically for Korean and/or Asian audiences for whom drinking wine at home may be a new experience. Further online and social media content was based around cocktail recipes and wine education, showing consumers all the great ways that they can enjoy Alpaca wine as an everyday wine. The brand communication is positive, friendly and accessible.
Brand Campaign
DAf created brand videos, key visuals and a series of shorts that educate consumers about practicalities of the wine (how to open it, how to store it) and how to enjoy it as part of a cocktail, including specific recipes.
Brand Video
Alpaca’s brand video is fun and casual, showing instances of a young woman closing her laptop and opening the door to find her boyfriend has arrived with takeout and Alpaca wine. Later in the evening, they receive a message from friends and go out to meet them and all enjoy a glass of wine together.
Photography
We took a series of photos showing a woman and couples enjoying Alpaca wine in a relaxed atmosphere, with clean lines, blond wood and a bowl of ramen, in keeping with their “Great Wines Great Times” tagline.
Key Visuals
Each of the six key visuals we developed represents a different wine (Chardonnay, Merlot, Carmenère, Cabernet Sauvignon, a Brut sparkling wine and Sauvignon Blanc) showing a scene of a group of friends or a couple through a different-colored-overlay, with a cutout of the brand’s alpaca revealing them in true tones. The friendly, faithful alpaca becomes the frame for this wine-related content.
Cocktail Videos
These shorts show serving ideas for the wine beyond just enjoying a glass. They show consumers how to use them to make Alpaca-based cocktails with added elements such as, juice, fruit and fruity liqueurs, with names such as bubbles, cherry, cooler, fresh, glam and juicy.
Patricia Contreras July 25, 2022
Challenge
Viñedos Familia Chadwick called on DAf to craft a digital media strategy for Seña, their iconic luxury wine, a bold step in this medium that often showcases pop culture and fast fashion, values that do not represent this product. For the discerning consumer of Seña, unlike for some other luxury items, neither price nor scarcity are of prime importance, and in this category, neither the storied lineage nor the vineyard’s history are the main motivators.
Client |
Viñedos Familia Chadwick |
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Capabilities |
Social Media Strategy
Photography and Video |
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Solution
Our strategy was based on the company’s pillars and we identified two main lines that describes the wine’s consumers, that of the collector and of the bon vivant, both of which value the taste and elegance of the wine over any other value.
Two Profiles
To build out a social media strategy that reinforces Seña as a brand central to an exclusive lifestyle, DAf identified two different profiles that describe the target audience, which are the Collector, and the Bon Vivant. The Collector represents a slightly older consumer, who appreciates access to an icon wine that can evolve over time but is not inherently interested in the intricacies of winemaking. They are not looking for the history of the enologist or how specifically the wine was crafted. They are demanding customers and seek out Seña as a collectible because of its inherent value as a wine, related to above all, how the wine tastes. The Bon Vivant is slightly younger, a digital native and is a high-end trendsetter and purveyor of what is “hype,” the season’s must haves, and is motivated by the image that choosing a certain brand entails, with an eye towards elegance and exclusivity. Having and drinking Seña for them demonstrates that they have good taste and purchasing power that assures them a place in an elite category that not everyone can attain. For these two profiles, we built a library of more than two dozen photos, half for each profile to be used on the company’s Instagram feed, as well as a video with a similar look and feel also for their Instagram feed.
Photography and Video
Taking cues from Seña’s identity as a luxury biodynamic wine, that expresses elegance and attitude, and the brand’s need to stand out from the crowd, we traded gold and black which often appear in luxury products for an understated refinement, using a palette of white, earth tones and the winery’s signature blue for photography and video. We took cues from Japanese ikebana, to combine textures such as marble, porcelain and silk, smooth and perfect, with the intentionally disruptive rugged textures of bare earth and rocks. Two different profiles, that of the Collector, and the Bon Vivant are revealed through the images and video as seen here. Two different visual messages are employed, using still lifes with a fantasy, dreamlike quality for the Collector and ultra luxe lifestyle shots to speak to the Bon Vivant, to define different ways of expressing Seña’s essence that are both emotional and functional.
Patricia Contreras July 8, 2022
Challenge
Viñas Requingua came to DAf to update the brand communication for their well-established, high performing Toro de Piedra line of wines. As the pandemic was starting to ease, and people were resuming their normal lives, the vineyard wanted to reiterate its quality as premium and eternal, and especially to reinforce customer loyalty to their Gran Reserva wine.
Client |
Viña Requingua |
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Capabilities |
Brand Video
Key Visuals |
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Solution
Taking into account the winery’s name as well as the winery’s icon, a bull carved from stone, DAf crafted the tagline “Written in Stone” to encapsulate their wine’s quality and dependability, capitalizing on the word stone that is in its name in Spanish (piedra), which communicates a permanence, uniqueness and the preciousness of something that is carved into hard rock.
Brand Video
The campaign film—made with 3D animation—is serious and authoritative, starting with textures of different stones and, speaking of the durability of a promise that is written in stone, a play on the wine’s name which contains the word stone in Spanish. It shows the three wines set in stone as though they were formed within it, and revealed by wind erosion. The voiceover speaks of the wine’s tenacity, excellence and tradition and environmental responsibility.
Key Visuals
The three different key visuals, one for each of their lines of wine, show each of the bottles as though it were a gem appearing within a unique stone, the wine revealed by years of wind erosion. Each wine has its own word associated with it, which are, Excellence (Colección Diamante), Consistency (Gran Reserva) and Character (Rincón de los Vientos).
Patricia Contreras July 14, 2022
Challenge
Bacardi saw an opportunity to regain ground in the local spirits market in Chile with Eristoff, a vodka whose market is primarily youth-based. Despite Eristoff selling well in Chile, Pisco and whiskey have increased their market share over vodka in-country, in and Bacardi wanted to place their Eristoff vodka center stage with a new campaign aimed at their college-aged public, with an active nightlife.
Client |
Bacardi |
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Capabilities |
Key Visual
Out of Home |
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Solution
Capitalizing on the word -OFF which ends their brand name, DAf developed up a claim that talks about getting offline, turning off work and other responsibilities, all while turning on the nightlife. Using the claim “Apaga la rutina, Prende la noche,” (Turn off your routine, turn on the night,” we sought to place Eristoff at top of mind for these consumers, encouraging them, post-pandemic to get together in person and enjoy Eristoff in person, with friends. The campaign was run on billboards, in the metro and on bus shelters, and a 30-second radio spot suggested that consumers turn off errands and household chores and work, to turn on their night.
Key Visual
We created a jewel toned palette reminiscent of the series Euphoria, and a streetscape with neon lights in blue and pink tones, and shot stills of the bottles and of people dancing in the easily-recognizable Blondie nightclub in downtown Santiago, which has played an important role in music and culture in Santiago since the early 1980s when it opened, and had also had to turn “off” for more than 500 days during the worst days of the pandemic. The two bottles representing their regular and “black” versions are lit in blue and pink light, respectively.
Out of Home
To reach consumers, we chose high traffic areas for billboards, bus shelter and metro station installations.
Apaga la Rutina, Prende la Noche
Patricia Contreras September 23, 2022
Challenge
Viña Carmen can proudly call itself “The First Chilean Winery”. Founded in 1850, its history intertwines with that of the history of Chile itself. The brand’s existing claim “Reinvent the Classics” had already done a good job of sharing the winery’s success in reinventing and reinventing itself over the past 170 years. However, they wanted to take the idea to a global level and asked DAf to develop global communications that could tell the world what Viña Carmen was about without disengaging their domestic market.
Client |
Santa Rita |
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Capabilities |
Campaign Video
Key Visuals |
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Solution
DAf developed a strategy and global campaign that would align Viña Carmen with a worldwide art form that is constantly reinventing itself: dance. For the campaign, we focused on classically trained ballet dancers who were redefining what dance means to them and reinterpreting the medium in a modern way.
Key Visuals
Three ballet dancers in bold, jewel-toned silk jumpsuits leap under spotlights across a stage, with theater seating behind, towards larger-than-life bottles of Carmen’s various varietals.
Campaign Video
Filming for the campaign took place in the stylish Teatro La Cúpula with dancers from the Santiago Ballet. Each film piece showed how something as classical as ballet can be reinvented in a modern way.
Patricia Contreras July 1, 2022
Challenge
A legendary partnership between two iconic brands, Casillero del Diablo and Manchester United, needed an exciting campaign for the 13th installment of their annual competition to win a trip to Old Trafford and play on the pitch. The pandemic forced the competition to go virtual in 2021, so its return in 2022 had to be more energetic and exciting than ever.
Client |
Concha y Toro |
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Capabilities |
Campaign Video Key Visual Digital Web Development |
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Solution
To create a truly modern sponsorship experience, DAf went beyond traditional activations, and anchored the campaign to an immersive, multi-layered website called the LAND OF THE DEVILS. Elsewhere, video, key visuals and digital worked together with the website to build a large, integrated campaign, all under the tagline: ARE YOU THE 12TH PLAYER?
Campaign Video
We filmed onsite in Old Trafford with Manchester United’s own superstar players, Bruno Fernandez, Harry Maguire, and Raphaël Varane. In each instance, the player called on fans to enter the competition to win a trip to Old Trafford with a motivational Uncle Sam-like gesture, directly speaking to the audience.
Key Visuals
The key visuals similarly merged the worlds of Manchester United and Casillero del Diablo by incorporating the famous players and iconic form of Old Trafford with the wine’s recognizable brand assets like flames and the bottle.
Web Development
As previously mentioned, this sponsorship campaign was centered around a dynamic, bespoke website. This website re-envisioned Old Trafford through a distinctly Casillero del Diablo lens, bringing fiery life to the pitch with 2D animated flames, and complementing the brand with a fresh, epic energy.
Digital
We captured social media-first video and photography and used this to create a global, integrated digital campaign that invited viewers to the competition website using a clear CTA.
Niamh Tumbleton July 5, 2022
Challenge
Long-time client Concha y Toro came to DAf, this time to develop a campaign to promote its Sauvignon Blancs in the US market, where this varietal has wide consumer acceptance, but where Chilean Sauvignon Blancs have potential to become more top of mind and where Concha y Toro sees a great opportunity due to their unique flavor profile and extreme freshness, products of the singular terroir and growing conditions they have in Chile. Specifically, Concha y Toro seeks to better place their Casillero del Diablo and Grand Reserva Sauvignon Blanc in the US market.
Client |
Viña Concha y Toro |
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Capabilities |
Brand Video
Social Media Capsules
Key Visual |
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Brand Video
The brand video shows the wine as well as the elements of Chile’s nature that makes it so refreshing, showcasing in sweeping, cinematic views: the morning mist with the sun breaking through, a flyover of a vineyard, crashing, spraying waves of the cool Chilean Pacific coastal waters, wind raking through the snow of the Andes and clouds rushing past their peaks. It also shows a water droplet falling off a leaf as well as Max Weinlaub, one of Concha y Toro’s top winemakers for white wines walking through and evaluating the vineyard, the soil, and the plants. We see the wine as it flows, splashing into a glass, calling into mind the waves and the wind before the closing shot of a triptych of the Andes, a wine bottle and the crashing surf. The film has audio with dramatic music and a voiceover speaking of the virtues of the unique terroir and expertise which come together to form this wine that is “Proudly Wild, Exquisitely Fresh.”
Key Visual
Each of the three key visuals calls heavily on the origin of the wines, and the natural elements that make these Sauvignon Blancs so refreshing and appealing. In each of the three images, either one or the other or both of the wine bottles are shown with cool condensation on the bottle in front of the forces of nature that contribute to the unique taste of this wine, which are the cool coast of the Chilean Pacific, the icy winds coming down from the Andes, the unique terroir including the quality of the soil, and the vineyard itself.
Social Media Capsules
For social media, DAf developed three capsules, short videos in the cool colors of the brand palette, such as blue and green, which highlight nature, water, the vineyard, winemaker, and the splashy, refreshing quality of the wine, and close with a shot of their Gran Reserva and Casillero del Diablo Sauvignon Blanc bottles frosted with condensation, with the vineyard in bokeh behind.
Proudly Wild, Exquisitely Fresh.
Patricia Contreras July 4, 2022
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 |
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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.
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 grapes grow 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 provenance 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.
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.
Deeply Chilean, Wildly Sustainable.
Niamh Tumbleton March 1, 2022
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 |
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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.
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.
Patricia Contreras March 2, 2021
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 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 |
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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 right by the planet.
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 and renewal, and uplift the benefits of a conscious wine and a conscious lifestyle.
Social Media Content & Photography
Niamh Tumbleton December 24, 2021
