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.

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 hawk flies overhead, showcasing Viña Tarapacá’s home as a haven for nature.

Photography

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

Social Media Content

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

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.

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.

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.

Photography

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Making Of

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

Challenge

Viña Concha y Toro, a long-time DAf client came to us to reimagine the website for their brand of Casillero del Diablo, which is a globally-recognized premium wine brand. Their website was 8 years old and given the changes that have taken place in the intervening years, rather than refresh it, it was decided that we would redesign it from the bottom up, to design a user-friendly platform that allowed space for the user experience, the legend of the devil that protects the wine cellar, and of course, the wine. It was of utmost importance to the client that we keep the legend of the devil that kept the wines in the cellar safe front and center, while providing a unique user experience, all the while while not losing focus on the wine itself.

Website

With clean lines, and keeping the user experience in mind, the website showcases the legend of the past into iterations of today, their many lines of wines, giving each one a clean, upscale look that is distinct from all the other lines, essentially communicating the personality of each one through rich textures, carefully selected props and showing off the wine to full advantage.

The wines become the focal point of the website, making it easy for consumers to learn about them, including their origins, soils, climate, tasting notes and pairing ideas, as well as awards they have won.

The site also opens a portal for clients to book tours and has a virtual tour as well. In addition to being rich in visual content and video, the website is also location-specific, linking out to e-commerce options available for the country from which the consumer is viewing the site.

Photography

The rich photography touches on the important codes of orderliness and pristine environments for wine drinking, essentially a place where everything combines beautifully. We explore the textures associated with each of the wine lines to evoke an inviting instance for enjoying the wine.

Challenge

Kantal sought to position itself in a unique place in the gin world, which in recent years, is largely occupied by global brands on the one hand or craft brands on the other. Kantal, is a Chilean gin made with local botanicals evocative of the north of the country, giving it a unique flavor profile. Additionally, though historically gin was mainly drunk outside of the home at trendy bars, nowadays gin is drunk daily and as a refreshing drink, often at home. In light of these circumstances Kantal was faced with the opportunity to deepen consumer knowledge about their product and place themselves as a unique gin for Chilean gin consumers, who are largely motivated by experiences, novelty, sustainable lifestyle and connectedness to the earth.

DAf was asked to design a key visual and short videos for use on social media, as well as to start a social media campaign with influencers to put Kantal front and center for their audience, which describes itself as feeling disconnected from traditional advertising.

Key Visual

The key visual depicts a bottle of Kantal Gin in a rustic wooden box resting on the ground. The box is filled with the leaves and branches of several of its key botanicals, such as rica rica, boldo and arrayán (myrtle), in which the gin bottle is nested. The words (in Spanish) that read: Gin from the north of Chile, The Essence of Our Origin are printed at the top of the Key Visual.

Videos

DAf developed three 15“ video capsules for use on social media. They are all set along a rustic river with a couple walking beside it, and picking and placing aromatic plants in a wooden box. We see the gin being poured, and a couple enjoying gin cocktails at a small, wooden table. Each video focuses on a different reason to believe of the brand, which were the origin, product, and botanicals. The voice overs convey the RTB of each video, and tell the consumer that one need not travel far to find what they are looking for, and that the intense aromas that they seek are close at hand, in Gin Kantal, the gin from the north of Chile, and end with the claim, “Gin Kantal, the essence of our origin.“

Influencer Campaign on Social Media

To promote Kantal within social media, which is the best way to contact their ideal public, DAf identified 46 influencers in the areas of lifestyle, green living and experts (mixologists). On a weekly basis, we will reach out to them, sending them a box similar to that in the key visual, which is to say a rustic wooden box with a glass, bottle of Kantal and some of the botanicals that flavor the gin, as well as a text introducing them to the brand and cocktail recipes. The expectation is to see Kantal positioned as sponsored content within these influencers’ timelines, and in the case of the mixologists, to see their new cocktail recipes for Kantal.

Photography

The photos for Kantal have an intimate, dreamlike quality to them, even as they express freshness and lush vegetation.The palette is in earthy tones of greens and browns. Shots are luminous and reflective, showing off the bottle, the glass, the botanicals and nature, with glimpses of the people enjoying this gin.

Challenge

Santa Helena came to DAf for the launch of three new products in Paraguay, under the name Vibra. These are fusion wines, each of them a playful take on wine, fruity, light and refreshing to appeal to the young, adventurous segment of this South American country, and with flavors suited to tastes popular there. One is inspired by a locally-drunk mix called “Fantuvi“ which mixes a sweet wine with orange Fanta, another one is sweet but without the hint of orange, and the last, a white fusion drink contains some of the flavors associated with tereré, a cold mate (herbal) drink, such as mint and lemon.

For DAf, working in Paraguay was new, but as an agency, we had to adapt to the needs of the Paraguayan market, to understand their insights and create a high-impact campaign for TV and digital with our eyes set on opening a space in this competitive market for Vibra.

Television Commercial

The commercial is to the soundtrack of the music as described below with a contemporary trap/reggaeton beat, and starts with a shot of one of the colorful speakers in a hat-tip to the wine collar colors, followed by ice cubes falling into a glass of the product. Following are groups of dancers in the style of urban dance crews, and people moving energetically past an outdoor café where people are playing cards, as well as a fruit stand where some of the botanicals can be seen and scenes of a splashy cheers of the different products in a variety of glasses. The wine is present throughout, with bottles in people’s hands or placed on the cobblestones, always with condensation showing the refreshing nature of the wine. The scene ends with the dance crew energetically dancing down the street towards the viewer. One of our major challenges to do this was to film in Santiago, Chile and have the street scene resemble and evoke Paraguay, since traveling was made impossible by the pandemic.

Key Visual

There are two versions of the key visual, horizontal and vertical and in each the image consists of three hands raising each one each of the three bottles, vino fusión naranja, vino fusión dulce and vino fusión limón menta, beaded with drops of condensation and emanating frosty vapor against a blue-green background. Two of the bottles lean towards each other as if to communicate, “cheers.“ Each has the hashtag #liberatuvibra, or “unleash your vibe.“

Photography

The photos, shot outside in an urban backdrop show the wine varieties, instances of consuming the wine and three varieties in three different shaped glasses, a wine glass, a tumbler and a jar with a handle, giving a splashy cheers. Others show the young, multiethnic, streetwear clad consumers of the wine posing in front of three large speakers that represent the collars of the wine bottles in orange, yellow and lime green, taking selfies and in poses typical of casual, relaxed get togethers in an urban, tropical setting.

Social Media

DAf produced four 6“ videos for social media, which make ample use of the three signature colors, dance, movement, splashy cheers, split screens and urban dancing, to a lively, contemporary trap/reggaeton beat with the refrain, “Dulce naranja vino fusion, y seguimos vibrando,“ which translates to “sweet, orange, fusion wine, and we keep on vibing,“ excerpted from the song we created for them. One video showcases all three products and the three remaining ones each focus on one of the products.

Music

The song DAf created for Vibra was inspired in trap/reggaeton music, which is popular among this segment (ages 18-24) in Latin America. The music starts with and relies heavily on synthesized beats and sounds, echoing the type of music popular with this consumer, and with a couple of clinks that are both musical and hint at the sound of ice falling. The lyrics make reference to the rising temperature and the refreshing nature of the product, of enjoying it with friends and the novelty of Vibra. They also allude to unleashing creativity, belonging, the concept of latinidad (or being latino), toasting together, and encourage listeners to “libera tu vibra“ or “unleash your vibe.“

Making Of

We put together the production of Vibra’s campaign on a small street in Barrio Brasil, choosing shots and cuts to give a good sense of Paraguay, from Chile.