Challenge
Gran Reserva Tarapacá wanted to strengthen its positioning as an emblematic wine brand, relevant for all wine consumers across the world. The challenge was to craft a powerful storytelling and an equally captivating campaign that would present Gran Reserva Tarapacá as “The Great Reserve from Chile.”
Client |
VSPT Wine Group |
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Capabilities |
Storytelling
Video |
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CREATIVE PROCESS
Viña Tarapacá is founded on more than 100 years of tradition and heritage in winemaking in the Maipo Valley, dating all the way back to 1874. It’s a wine of exceptional quality, considered one of the best wines in the world.
Storytelling
Elegant, memorable and expressive of origin, Gran Reserva Tarapacá is beautifully presented within a very particular bottle; the source behind DAf’s powerful storytelling…
“When one of the typical glass bottles from Bordeaux breaks at the feet of Gran Reserva Tarapacá’s head winemaker, he commissions an expert artisan to craft a special bottle that will forever protect the exceptional wine it holds within. To celebrate the occasion, the winemaker orders a distinctive mark to be impressed on the glass, an emblem that depicts Tarapacá’s magnificent mansion and origins in Isla de Maipo. This beautifully marked bottle represents the winery’s dedication to protecting its wine’s extraordinary character, from vine to bottle; a tradition that has been maintained until this very day.”
The Videos
Using the Storytelling as our base, we crafted three brand videos reflecting Quality, Origin and Occasion, pairing each one with a particular wine.
The video that focuses on Quality was paired with The Perfect Blend of Cabernet Franc, Cabernet Sauvignon and Syrah, and focused on expressing the wine’s superior value. The second video, Origin, was paired with Tarapacá’s best Cabernet Sauvignon, strengthening the brand’s connection to history and tradition. The third video is all about Occasion. Paired with Savoir Faire, the script developed by DAf’s creatives recounts the story of a great wedding celebration made even more memorable over a bottle of Gran Reserva Tarapacá.
Despite the small changes to certain elements of each video, basic characteristics are maintained throughout. The differences between each script are subtle. The central ideas “beauty within,” “singular place” and “jewel, passioned inside” create continuity. Each video harks back to the Storytelling, as we watch the expert artisan create the special Gran Reserva Tarapacá bottle and delicately emblazon the mansion emblem across its surface. The colors are rich, the light is warm and the music is inspiring.
We then carefully combined the individual concepts behind each of the three videos in a final Mother Video.
Target
Wine consumers located in Asia and Latin America, with a deep interest in wine and premium products.
A unique wine in a unique bottle.
Patricia Contreras October 16, 2020
Challenge
Casillero del Diablo needed a campaign that would connect with new generations of wine consumers all across the globe. Taking into consideration the incredibly dramatic potential behind the brand’s legendary tale about the devil and thieves who rob in the night, the creative team at DAf saw a grand opportunity to strengthen Casillero del Diablo’s global presence by drawing on the universal language of cinema instead of the traditional world of publicity.
Client |
Viña Concha y Toro |
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Capabilities |
Video
Key Visual |
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Trailer
We created six scenes from a fictitious modern day crime film that would tell the Casillero del Diablo legendary story, found on the bottle’s label, and present it in the format of a mainstream feature film.
From creative concept to production, we focused on every aspect of the campaign so that it would sound, look and feel like a feature film. The objective was to captivate audiences all over the world and make them feel like they were sitting in the big, comfy seats of a movie theater.
Interactive Video
As a follow-up to the commercial for cinema and television, we crafted an interactive video that was designed especially for digital channels. The objective was to transform the online user into the wine legend trailer’s museum thief.
Key Visual
To coincide with the cinematographic-inspired visual language, we crafted the campaign’s Key Visual in the form of a movie poster.
Target
New generations of wine consumers all over the world.
A story made for the big screen.
Patricia Contreras December 1, 2020
Challenge
Clos Apalta came to DAf in search of a new brand video that would reflect its winemaking philosophy: an attention to detail, resulting in the elaboration of high quality wines. With estate-grown grapes used to craft every bottle of Clos Apalta, we wanted to share the entire process of making wine from vineyard to cellar.
Client |
Lapostolle |
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Capabilities |
Video |
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Brand Video
The video relies on a simple narrative structure. The viewer is invited to follow the life of a Clos Apalta grape from vine to bottle, experiencing the rich detail and care behind the winemaking process.
The real challenge of this project lay in the hands of DAf’s post-production team, focusing on each transition to ensure that the flow from vine, to picking, to fermentation, to ageing and to bottling remained as natural as possible. This organic flow reflected the natural evolution of the grape from vine to wine, which is one of the reasons why it was important to avoid abrupt transitions from one stage to the next.
To move simply from the vineyard into the cellar, we filmed a vine leaf as it brushed across the camera and provided the transition needed to move as organically as possible from outdoor to indoor. To indicate the passing of time at the ageing stage of the winemaking process, we relied on lighting, filming one of the barrels in the cellar as the lights were switched off and staying with the shot until the lights we switched back on again, symbolizing a natural lapse in time.
Storyboard
Knowing that the transitions were going to be crucial to the development of this video in the post-production stage, we worked closely with the illustrators on our creative team to craft a detailed storyboard of the video’s narrative prior to filming. It would be used to set the tone, style and angle of each shot to begin constructing the natural flow of grape from vine to bottle from the very early stages.
Target
This video was principally developed for the brand’s B2B communications.
A natural evolution from vine to wine.
Patricia Contreras October 22, 2020
Challenge
Frontera, a quality wine available at an exceptional price, is one of the highest selling wines in the world, but there was little differentiating its brand image. It was time to shift away from the classic, distant and traditional image of “Chile in a glass.” Influenced by the natural environment of four geographical borders – The Andes, The Patagonia, The Atacama Desert and The Pacific Ocean – and cultivate a simple, attractive brand image that would loyally reflect the incredible diversity of Frontera’s collection.
Client |
Viña Concha y Toro |
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Capabilities |
Video
Key Visual
Jingle |
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Brand Video & Key Visual
Frontera’s greatest differentiator is variety. There’s literally a Frontera wine for all kinds of people and moments. For this reason DAf’s creatives developed a brand video and a key visual that a range of consumers in all kinds of situations could identify with. Picnics, lunches, dinners, parks, houses, apartments and beaches. Whites, reds and rosés. Sandwiches, pasta, meats and salads. We cultivated the story of a highly versatile and simply delicious range of wines.
Simply Delicious was such a hit, both with consumers and the Frontera team, that our creatives are now working closely with the brand on a second campaign to elevate the claim “Simply Delicious” to the position of brand tagline.
Frontera Simply Delicious
FRONTERA SIMPLY DELICIOUS JINGLE
TARGET
Wine consumers in the USA and Latin America were the primary target, but the campaign also made its way to Europe. The brand video was crafted especially for digital channels, but in some small European countries it appeared as a television commercial.
For all kinds of people and tasty moments.
Ifigenia Cartagena October 16, 2020
Challenge
When Bodega Volcanes de Chile produced a special new icon wine, they came to DAf to help name it, create a brand storytelling to present to market and design packaging worthy of its icon status.
The wine itself was an experimental blend of Petit Verdot and Petite Syrah, two little-used grapes in Chile. It would be released in key markets worldwide, with a particular focus on China.
Client |
Viña Volcanes |
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Capabilities |
Storytelling
Packaging |
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Solution
A special wine grown in volcanic soils carefully chosen by the winemaker to nurture these two unusual grapes, this new vintage deserved a powerful name. Through a process of tastings, analysis of the soil’s qualities and a strategic overview of the key markets and what they look for in a super premium wine, DAf began to explore names that referred to the properties of the volcanic soil that makes this wine unique.
The effect of the mineral-rich soils on the grape informed the brand naming and storytelling. Ígneo is a nod to the brand’s volcanic heritage and a Latin word that can be easily pronounced in a variety of languages.
The name inspired a packaging design that would really stand out, featuring a black label with both black and glinting orange-gold foil to represent the wine’s fiery name. The bold design was complemented by an elegant font to ensure the wine kept its premium quality.
BRAND STORYTELLING
It takes time to create an icon.
It’s the result of perfect conditions. The optimum balance of elements. Volcanoes are Chile’s icon. They define our extensive land, forming the country’s spine from the sun-baked desert of the north to the frozen landscapes of the south.
Volcanoes have also influenced our icon. Our wine. Just like these landscapes were formed by mountain ranges, our wine was shaped by ancient volcanoes that erupted throughout the centuries and millennia, releasing incandescent igneous rock that nourishes the earth and gives life to the land, infusing it with iron, magnesium and potassium.
Our wine, born of volcanic soils, is as iconic as Chile’s smoking mountains. This is why we named it in honor of the rock that gave these vines life.
Ígneo: The maximum expression of our volcanoes.
Result
“I want to gratulate the DAf team on the label design for our wine Ígneo. We’re very happy with the label—it receives positive comments from everyone, so we appreciate your great work.” said our client. “It’s clear that the attention to detail was worth it. We have no doubt that DAf will continue achieving such results in the future!”
The maximum expression of our volcanoes.
Ifigenia Cartagena October 19, 2020
Challenge
GatoNegro approached DAf to work on a repositioning of their brand, seeking to change their previous tagline “Adored Everywhere” to one strategically aligned to the quality and appeal of their wines.
As market research revealed that flavor was the main reason consumers preferred GatoNegro, DAf created a branding concept based on GatoNegro’s flavorful quality. Key visuals, a tagline, a brand video and a strong digital campaign were made to support this new concept.
Client |
VSPT Wine Group |
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Capabilities |
Video
Key Visual
POS
WEb site
Social media |
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Solution
DAf began by exploring the flavors of each variety of GatoNegro—from hints of vanilla and chocolate to rich fruit sensations.
Key Visual
To create a key visual that easily communicated each wine’s tasting notes, we laid out a series of ingredients in small tasting pots. These were arranged in the shape of the brand’s famous black cat, reinforcing the black cat as brand ambassador and giving credence to the new tagline: “It’s all About Flavor.”
Brand Video
To create a key visual that easily communicated each wine’s tasting notes, we laid out a series of ingredients in small tasting pots. These were arranged in the shape of the brand’s famous black cat, reinforcing the black cat as brand ambassador and giving credence to the new tagline: “It’s all About Flavor.”
The alluring visuals and charming cat-like voiceover—complete with humorous puns—signaled a new direction for the brand: one in which the taste of the wine is celebrated.
NYC is GatoNegro’s principal US market. Here’s the It’s All About Flavor campaign lighting up Times Square.
Social Media
The clean, sharp, colorful visual world portrayed in the key visual has been adapted for social media and is also present on the GatoNegro website. Through strategic alliances with influencers, the wonderful world of flavor was promoted throughout GatoNegro’s social channels, especially on Instagram.
Launch @gatonegrowine
Result
The client was delighted with the repositioning. The campaign was successfully tested in the USA and has seen been adapted for global markets.
“Working with DAf has been an excellent experience. Their high-performing team has shown a great creativity, willingness and enthusiasm for tackling the challenges we give them. Thanks to DAf, we’ve been able to consistently implement GatoNegro’s new brand positioning: They swiftly captured its brand DNA; boosting its attributes and reaching global consumers through entertaining proposals that align perfectly with our brand positioning.”
Welcome to my wonderful world of flavoRRR.
Patricia Contreras October 20, 2020
Challenge
Cono Sur’s dream was to work its Bicicleta wine brand alongside Queen’s classic “Bicycle Race” hit, sharing the endless personality of its wine with the world. Finding the most effective way of bringing this dream to life was the challenge that DAf was asked to meet.
Client |
Cono Sur |
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Capabilities |
Creative Process
Video |
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CREATIVE PROCESS
When we began working on the project, one thing was clear. We needed to personify the wine so that it wouldn’t have to directly compete against the huge personality of Queen’s long-established hit. The character chanting the phrase, “I want to ride my bicycle. I want to ride it where I like,” wouldn’t be represented by a person, but instead by the brand’s spirit. It was an effective way of allowing the Bicicleta wine brand to come to life, taking viewers on an amazing journey.
From city streets to vineyards, from the beach to the countryside, we crafted a brand video that connects the Bicicleta spirit with the wine’s origin. We used a mechanical technique of invisible strings to create the effect of bicycles moving on their own accord. The simplicity of the narrative is one of the video’s strengths.
Target
Distributors and consumers in Europe and the UK.
I want to ride my bicycle.
Patricia Contreras October 20, 2020
Challenge
GatoNegro was about to launch a premium sibling to sit alongside its Adored Everywhere varietal selection. It would be a tribute to its mysterious lucky charm, the black cat. Our challenge was to bring this new 9 Lives Reserve to life via an intriguing storytelling, key visual, brand video, digital campaign and website, all with global appeal.
Client |
Viña San Pedro |
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Capabilities |
Key Visual
Digital Campaign
Video
Website |
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Creative Process
9 Lives Reserve… a new GatoNegro wine, a new lucky charm. This was our starting point, the concept that formed the basis of the entire creative process. It was an opportunity to accentuate the mysterious element behind GatoNegro’s storytelling and position the brand’s
new product in a premium context.
Storyrelling
One of the most important objectives for 9 Lives was to create an entirely independent universe for the product that would be linked to, but function separately from, the original GatoNegro varietals. 9 Lives was set to be GatoNegro’s premium product, designed for nighttime, social consumption.
DAf’s creatives began by strengthening the brand’s storytelling and the importance of the mysterious black cat by turning it into the lucky charm behind the ever-improving quality of Viña San Pedro’s harvests. The elegance of 9 Lives, highlighted in this new chapter of GatoNegro’s storytelling, reflects the quality of the product and GatoNegro’s shift from everyday varietals to a rich and luxurious reserve.
Brand Video
The decision to work with 3D animation helped us accentuate the fantastical qualities of the 9 Lives story. It also gave us full control over the outcomes in a digital format. The golden outline we added to the edges of the black cat’s silhouette creates a beautiful glow and emphasizes the mystical quality of its character. The spiral of cards supports the enigmatic tone of the video and helps to visualize the forever improving quality of the 9 Lives’ harvests.
Key Visual
The golden edge outlining the black cat’s silhouette in the key visual helps to elevate the quality of the product and shifts the perception of GatoNegro as an everyday varietal wine to something more special and elegant. Only parts of the bottle’s label were shown in the key visual to help generate intrigue in the 9 Lives product before its launch. The heavy use of black not only emphasizes the importance of the black cat, but it also helps to place the product within a world of mystery and magic.
Website
To express the difference in quality between 9 Lives and the regular GatoNegro varietals, DAf designed and developed a mini-website that focused heavily on wine tasting information and gastronomical pairings. We created the copy for nine exclusive GatoNegro recipes that could be paired with either a 9 Lives Sauvignon Blanc or Cabernet Sauvignon. The inclusion of specialist recipes helps to target nighttime wine consumers with highly active social agendas. The original photography gives the site a highly elegant look and feel. The specialist copy is designed to express the playful, magical nature of GatoNegro’s very lucky, very black cat.
Digital & Photography
DAf took a highly strategic approach to 9 Lives’ digital campaign. The main objectives were to increase the number of Facebook fans, encourage these new fans to interact with the brand, to recognize its quality and, ultimately, to make a purchase. Strategically, we needed to time the campaign so that it would peak around the Christmas period when most wine consumers are more prone to buy and to try new wines.
From July 2016, we focused on generating intrigue in 9 Lives by using the mysterious key visual, with parts of the label hidden from view, in social media posts and in paid carousel advertisements. It was important to begin with these communications to drive users towards the mini-website from July, as it gave us enough time to educate the target audience and generate interest in the product before the Christmas period. By November 2016, we would be able to better convert consumer interest into consumer purchase.
Patricia Contreras October 26, 2020
Challenge
Wines of Chile came to DAf with one very clear goal in mind, to change the global perception of Chilean wine forever.
It was time to shift away from Chile’s long-standing reputation as a producer of good wine at affordable prices and grow an iconic brand image, synonymous of quality, diversity and innovation.
Watch the video below to discover the entire process, from storytelling to campaign implementation.
Client |
Wines of Chile |
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Capabilities |
Videos
Key Visual
Website
Photography
Social Media |
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FROM STORYTELLING TO DIGITAL CAMPAIGN
Experts in creative global thinking for the wine and spirits industry, DAf knew that the only way to make real changes would be to start at the beginning, the place from where all timeless, compelling brands are born; a powerful and original storytelling. We cultivated a story about the most gripping universal theme on Earth… Love.
It was an adventure about a foreigner in Chile, who gradually becomes the country’s Unofficial Wine Ambassador, and shares their passion for Chilean wine with friends and family back home. We crafted a story about connections. A graceful, expressive invitation to wine consumers all over the world to pour, taste and fall in love.
CONCEPT & LETTERING
We brought the storytelling’s central character to life in a dynamic testimonial campaign designed for digital platforms in the U.S., China and Brazil. Its name?… Love Wine, Love Chile.
The diversity of Chilean wine, a key pillar in Wines of Chile’s communications, was reflected in the special lettering that developed for the campaign and its changing color palette: yellow for the USA, salmon for China and green for Brazil.
Storytelling
It was a love affair that began in my early twenties, when I was roaming around the driest desert in the world, eating potatoes, meat and seafood all from the same pot cooked in a hole in the ground, and then hopping around ancient ice fields, trying not to fall. The beauty, the people, the wine… Chile had captured my heart.
Years later, now far from that long, skinny country at the end of the world, I continue to explore Chile on a regular basis. A long-distance love affair with Sauvignon Blanc, Carmenere, Cabernet Sauvignon and not to mention the sparklings! It’s a whole world of wine with seemingly endless possibilities. And knowing that glass at the end of the day is Earth and people friendly…well, I’m sold.
It’s become a joke among my friends that I am Chile’s unofficial wine ambassador, and I wear the title with pride. There’s literally a Chilean wine for any and every moment. You know, it’s true what they say, there’s just something about Chile…once you come in contact with it, be it the land, the people, or especially the wine, you are forever changed…
Key Visuals
We created three key visuals with original photography, one for each market: USA, China and Brazil. In each key visual, the central character holds the wine glass close to his or her heart. Their look is penetrating and their bodies directly face the camera. These three visual codes reflect the campaign’s testimonial spirit and reflect the emotional connection, the love, that each character felt when travelling across Chile.
Teasers
We travelled across Chile with each character, documenting their personal experiences with Chilean wine along the way. The USA character travelled to the south of Chile, the China character to the north and the Brazil character to the central zone.
From the extensive material that we filmed in each journey, we created three 30-second teasers, each designed to relate the story of an unofficial wine ambassador who falls in love with Chilean wine in a heartbeat. These teasers were then used by our digital creatives to grab the attention of social media users in USA, China Brazil, inviting them to watch the full-length documentaries and discover more about Chilean wine.
Documentaries
The three documentaries, each one around two minutes in length, relate personal experiences with Chilean wine. They are testimonials of recorded events, those truly lived by the three foreigners who travelled across Chile, tasting Chilean wine. DAf was entrusted with both the filming and post-production process of each documentary.
Photography
Whilst travelling across Chile with the three central characters, DAf was also responsible for the development of a wide portfolio of photographs to accompany the key visuals, videos and digital strategies of this campaign.
Music & Lyric
Music and lyrics were specially created for Love Wine, Love Chile, reinforcing the central concept of the campaign: love, personal experience and foreigners who gradually become unofficial ambassadors for Chilean wine.
Social Media
As well as managing the social media campaign for Love Wine, Love Chile in Brazil, DAf was also responsible for setting creative and strategic guidelines for the development of digital material for Love Wine, Love Chile in USA and China.
Determined to expand on the idea of unofficial wine ambassadors who share Chilean wine with friends and family in their home countries, DAf’s digital creatives created a wide range of social media strategies to encourage online users to taste, share and learn about Chilean wine from afar.
One of these strategies, Wines of Chile Parties, invites Instagram users to throw Chilean wine parties at home in Brazil with the help and support of DAf’s digital team in Chile. DAf ensures that wine for 30 people, wine glasses and a budget that can be used to buy food to pair with the wine, is delivered to those holding the parties. In the middle of the celebration, the unofficial wine ambassador records an Instagram Story and publishes that story via his or her Instagram channel in real time.
Another strategy employed by DAf’s digital creatives has been to hold Twitter Chats related to individual grape varieties, #LoveCabernetLoveChile or #LoveChardonnayLoveChile, for example. These Twitter Chats have lasted between one to four hours, during which users have asked questions about each grape variety and have had the opportunity to learn a little more about Chilean wine.
Launch Website
Trade Fairs
With the unmistakable DNA of a powerful storytelling in place, “Love Wine, Love Chile” has grown to form part of Wines of Chile’s long-term brand strategy and occupies a strong presence in Trade Fairs.
Target
Wine consumers and potential wine consumers in USA, China and Brazil.
My friends joke that I’m Chile’s unofficial wine ambassador.
Patricia Contreras November 3, 2020
Challenge
Viña San Pedro Tarapacá (VSPT) produces a variety of brands, including Gran Reserva Tarapacá. When the team wished to update this wine’s brand positioning, they asked us to create a video and series of key visuals to position the product as “The Gran Reserva of Chile”—their claim for both the national and foreign markets.
Client |
VSPT Wine Group |
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Capabilities |
Key Visual
Video |
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Solution
Gran Tarapacá wanted to employ the product’s uniquely marked bottle to communicate the wine’s prestige, elegance and quality.
Knowing this, DAf developed a creative route that explored the use of the Number One, representing Gran Tarapacá’s status as the leading Chilean Gran Reserva. This concept was supported by four credentials. The first, that Gran Reserva Tarapacá has won awards since 1876. Secondly, its 140 years of tradition. Thirdly, that its quality derives from a unique terroir, and finally the fourth pillar considered how its distinction is symbolized through the specially-designed glass bottle.
A series of key visuals were designed, centered on a grand, gold number one surrounded by elements that reflect the brand’s four credentials.
A video script also celebrated the idea of being unique, singular. The brand video, shot on location, was a sweeping look at Gran Tarapacá’s heritage and promise of quality, all to reflect and support the claim The Gran Reserva of Chile.
Result
The client was extremely pleased with the creative direction taken and the weight it gave the new claim. The brand video is being shown both in the Chilean market and major export markets.
A unique bottle, a unique story.
Patricia Contreras November 2, 2020
