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

Key Visual

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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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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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.

Key Visual

The art direction borrowed from the urgency and attention-grabbing style of protest banners and activist art, with large bold text assuming a central role in brand communication.
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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
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Raise Glasses, Not Sea Levels.

October 6, 2021

Allegro – Let Alegría Move You

USA – Allegro

Let Alegría Move You

Challenge

Allegro is a range of wines from California, presenting a Muscat, Sweet Red and canned Spritzer. The winery wished to realign Allegro’s brand positioning and image, shifting from a highly feminine aesthetic, to instead connect directly to the United States’ richly diverse Millennial, Hispanic culture, particularly in their key markets of California and Texas. Given this change, Allegro needed to enter into this culture by establishing a brand voice that would feel natural and authentic to their Hispanic consumer. Barú, a Californian creative agency specialized in the Latino market, invited DAf on board the project.
Client
Allegro Cellars
Capabilities
Brand Manifiesto

Key Visual

Social Media Content
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Solution

Inspired by the musicality of Allegro’s brand name and the famous California sunshine, DAf created a brand world that infused light Spanglish with the energy of Allegro’s orange brand color.

Our target of Hispanic Millennials are often left out of the communications of wine brands, drawing heavily as they tend to from the lofty world of primarily white, upper-class consumers. Therefore, the tagline “Let Alegría Move You” is a direct call to action to our consumer, inviting them to be a part of the wine world just as they are, without hesitation.

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Brand Manifiesto

Wine isn’t just for them. Es para ti, exactly as you are.
Allegro Cellars’ Moscato is a proud Californian wine.
We celebrate the diverse spirit of our home, where Muscat grapes
Connect to the beating heart of our neighborhoods.
Our fresh, vibrant, and uplifting Moscato
Is our best tribute to the California sol…
Brindemos, let’s raise a glass!
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Key Visual

The bottle stands prominently in a surrealist, collage-inspired world showcasing the bones of this product: A proudly Californian origin, complete with sunshine, wide roads and vineyards. Orange and peach slices speak to Allegro’s principal tasting notes, while brightly-colored flowers nod to our Hispanic culture.
Key Visual

Social Media Content

We created a range of assets for Allegro to present their new brand voice and look to market. Consumer situations, light Spanglish and parallels to Hispanic culture are key throughout.

Brand Book

DAf designed and developed the brand book for Allegro, introducing the brand’s winemaker, consumer, voice and guidelines for art and typography.
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Let Alegría Move You.

September 1, 2021

Trivento – Golden Reserve

Argentina – Trivento

Golden Reserve

Challenge

Mendoza winery Bodega Trivento creates Europe’s most sold Malbec and specializes in this grape variety now synonymous with the Argentine region. Needing to connect more strongly with their target in Europe and North America, the winery approached DAf to create a new brand video and key visual for their Golden Reserve range.
Client
Bodega Trivento
Capabilities
Brand Video

Key Visual
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Solution


The video had to present Golden Reserve as the definitive Malbec choice, guiding consumers to the world’s best Malbec.
DAf envisioned an idea of an elegant, immersive map that mirrored the perspective of a journey, where viewers follow a golden road that sees vineyards and wind vanes pop up as the
viewer moves closer to the ultimate destination — discovering THE Malbec, presented in an epic climax at the end of the film.

The claim “Discover THE Malbec” was selected to achieve two of the brand’s ambitions: to deepen their overall tagline “Discover Trivento”, and set this range apart as the only premium Malbec for consumers to consider.

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Brand Video

DAf used 3D animation in the brand colors of black and gold to bring to life a saga-like journey across the Andes mountain range, following a golden trail and map-like markings to finally arrive at the vineyard and come face to face with the bottle itself.

Key Visual

The key visual is based the distinctive Golden Reserve map, highlighting the epic origin of Luján de Cuyo while presenting the bottle in a striking and alluring way. This rich and textured key visual educates the consumer on origin while emphasizing quality through a premium black and gold art direction.
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Gold Forged from Three Winds.

August 25, 2021

Spirit of Conquest

Spain – Carlos I

Spirit of Conquest

Challenge

Due to the growth of rum and whisky, coupled with connotations of stuffiness, brandy has been confronted with the challenge of attracting and maintaining a younger consumer base. Given this context, Carlos I, one of the world’s most recognized brandies and part of Spanish stronghold Osborne’s portfolio, wished to compete strategically to captivate new 35+ consumers of dark spirits.

To deepen its claim “Spirit of Conquest,” Carlos I invited DAf to develop its new brand strategy, supported by a consumer campaign to create growth key markets of Spain and Germany by underpinning its principal image characteristics: premiumness, quality, flavor and prestige.
Client
Osborne
Capabilities
Brand Strategy

Brand Film

Key Visual

Brand Book
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Solution

The intense focus of the “achiever” was selected as the attitude behind the campaign, as a means to zoom in on the different stages involved in brandy making and brandy mixology. Throughout the brand film, the pillars of origin, nobleness, determination and wisdom are unpacked, ultimately identifying the one thing our consumer most needs to conquer their goals: intuition.

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Brand Video

The video presents a bodega worker, mixologist, and the brand’s Master Blender, to present the different people key in the creation and enjoyment of Carlos I. By highlighting young, high-achieving brandy professionals, the aim is to reflect the attitude of intuition and conquest key to the brand and its new, younger target market.

Key Visual

Our determined, young bodega worker is shown in Osborne’s cellars, alongside mixology tools that remind newer consumers that there is more than one way to enjoy brandy.
Key Visual

Brand Book

DAf developed the brand book for Carlos I, outlining its history, brand pillars, manifesto, consumer archetype, logo, graphics and all other elements essential for key markets to implement the campaign
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Spirit of Conquest

August 13, 2021

Viña Maipo – Bumpers

Chile – Viña Maipo

Bumpers

Challenge

For Concha y Toro’s Viña Maipo Brand, this long-time client of DAf’s asked us to create lifestyle bumper ads for their Mi Pueblo line, a mainstream, entry-level wine brand. This line is very strong in the Nordic countries, specifically in Finland and Sweden among the 40-and-older set.

The challenge was to film these bumper ads in Chile, while following all of the visual codes typical of Nordic homes, with warm light, exposed wood and of course, leaving shoes at the door. We also were tasked with 10-second sequence shots with no cuts for the campaign.
Client
Viña Concha y Toro
Capabilities
VIDEOS
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Solution

DAf created a total of 16 different videos, representing four different instances of consumption occasions in 5” and 10” lengths. The occasions we decided on were family get-together, picnic, barbecue and finally coming home. Each bumper ended with a different beautiful pack shot to highlight the collection depending on the market it was developed for, Finland or Sweden.

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Videos

These 5- and 10-second bumper ads show interior scenes of Nordic-style apartments, which were shot in Chile. To produce these, we designed cozy spaces with low natural light and featured exposed wood, small flower arrangements, burning candles and many glass accents as well as warm textiles. The videos show couples and groups of friends at informal gatherings, in an environment of warmth and belonging.

June 9, 2021

Eristoff Live

Chile – Eristoff

Live

Challenge

When the pandemic hit, spirits marketing was forced to radically change. No longer could brands target university-aged party-goers at clubs or parties — they had to halt previous campaigns and identify how consumers could enjoy their product responsibly and safely, promoting Stay At Home COVID prevention measures.

Bacardí’s Eristoff vodka has a strong presence in live music — a pioneer of cool, hotly anticipated events. Yet all live events were abruptly canceled, forcing a distance between music lovers and musical creators. In that gap, DAf saw an opportunity for Eristoff to launch its Chilean social media platforms, ensuring the brand’s lasting relevance with its consumers through Eristoff Live, a series of virtual parties.
Client
Bacardi
Capabilities
Digital Activation
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Solution

Eristoff Live was launched as an online virtual festival in Chile, the first of its kind during the pandemic. Teaming up with the culture platform Galio CL, the brand amplified its audiences and connected to music lovers.

Eristoff’s freshly launched Instagram platform debuted as a cultural hub and talking point. The three separate festival events took place on Instagram Live, billing some of the hottest urban artists from Chile and Argentina. The event not only boosted brand image and assured Eristoff’s connection and relevance to its active virtual community, but also worked strategically to boost sales via delivery service Rappi.

Working with a team of 100+ influencers who promoted the events and gave out discount codes, Eristoff Promos were launched to deliver our consumers the must-have vodka to enjoy during the parties, while additional campaign content gave consumers ideas for fun mixers and cocktails.

Art Direction

The campaign launched with virtual flyers to proudly exhibit the party’s biggest names — from Ms. Nina to Cease, Tomasa del Real, and Princesa Alba. The brand’s name ERISTOFF LIVE framed each flyer, which was then animated with slick, edgy movements to enunciate the beat of one of our artist’s songs. Each version maintained the same design, ensuring reputability and consistency of the event, while shifting colors, signaling to Eristoff’s growing, buzzing community that the events were being added to, growing dynamically to meet the demand.
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Results

Over the course of the events, we had 42,000 views, reaching 11.7 million people, with 17.6 million impressions and 6.3 million unique accounts. We also grew Eristoff’s online community by 168%, to 2,369 followers on Instagram between May and August of 2020.

Eristoff not only supported local culture and music at a critical time for the industry but also promoted a safe and responsible way to party, pioneering new social norms during an unprecedented time.
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April 12, 2021

Love, The Moon

Italy – Bacio Della Luna

Love, The Moon

Challenge

Groupe Schenk, one of Europe’s largest holdings in the industry, came to DAf to create assets for Bacio della Luna, a Prosecco from the north Italian region of Valdobbiandene. From the very old Prosecco Superiore Conegliano Valdobbiandene DOCG region, Bacio della Luna was a solidly performing brand that required a strategic re-think. We were asked to create brand pillars and brand territories, claim, brand book, key visual, brand video and social media capsules. The goal was to elevate Bacio della Luna through more cohesive communications able to connect the consumer experience to the sparkling wine’s DOCG.
Client
Groupe Schenk
Capabilities
Video

Key Visual

Social Media Content

Brand Book
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Solution

For this brand, the importance of the moon cannot be overstated, being present both in brand name and logo. Our team worked with the concept of a love letter written by the moon to the Glera grapes planted across the landscape of Valdobbiandene. Articulated by the claim “Love, The Moon,“ this world of enchantment provides ample material to explore infatuation between consumer and wine, as well as in lived moments.

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Brand Strategy

Studying the brand, history of Prosecco and its consumer perception, DAf developed three brand pillars: Origin (The Valdobbiandene region is a seal of quality inseparable from Prosecco); Moments (the fleeting “kiss from the moon“ parallels an invitation to live the day); Effervescence (joy, represented in the bubbles and in the consumer experience).

Working with the brand pillars, Nature and Art were identified as territories that invited the contemplation of beauty, connection and growth.
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Strategic Storytelling

I look down on you and am enchanted.
You melt the cool silver of my moon heart.
From up here in the sky you represent freedom,
The instant alchemy of nature and craftsmanship,
A fleeting moment when two objects meet and create another.
You are the spark of seduction, a flash of joy.
From the steep slopes of Valdobbiadene you shine.
Brighter than any of the stars that glitter around me.
I watch as you dance in my silver light,
And as I write to you, sealed with a kiss,
Your spark blazes brighter still, carrying you around the world,
A love letter from the vines of Valdobbiadene.
With the pop of a cork and the splash of Prosecco poured into a glass,
You light up every moment.
Love, the Moon.

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Key Visual

The key visual shows the bottle flanked by rows of Glera grapes lit up by sparkling light, with the region’s characteristic steep hills in the background. The moon lies above the bottle, brushing the horizon in the golden kiss represented by the evocative name Bacio della Luna.
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Brand Video

Inspired by codes from the brand communications of perfume, DAf developed a brand video intertwining nature, consumer and product.

Social Media Capsule

The brand video was edited to create capsules for social media, each one charged with depicting a single strategic focus area.

Brand Book

DAf developed the brand book for Bacio della Luna, incorporating brand pillars, brand territories, manifesto, storytelling, claim, moodfilm, key visuals for on and off-trade and brand elements including typography and style of photography.
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Love, The Moon.

March 15, 2021

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, website design and social media content.
Client
Viña Concha y Toro
Capabilities
Video

Key Visual

Social Media Content
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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 Video

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 Visuals

DAf’s team visited the brand’s vineyards to photography 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.
Key Visual
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Social Media Content

Based on the three campaign pillars, DAf’s team created photos to establish a look and feel for the brand’s social media channels. Adaptations, including vertical for social media, we also created from the main brand video, and include stills from the test pit with textures and roots, and some of Marcelo Papa taking notes in a notebook inside the test pit at a rustic wooden table, with tools of the trade such as a shovel, a curved blade and a magnifying glass on hand.
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Dig Deeper.

March 2, 2021

Wine from Within

Australia – Anakena

Wine from Within

Challenge

Accolade wines, an Australian brand, approached DAf to put together a new tagline and creative claim, as well as new names for some of their wines, and also develop new packaging across the Anakena range. It was important to them to recognize both the terroir of their wine, which is Alto Cachapoal, in central Chile, and also the origin story of the birdman which is on their label, which comes from Easter Island. The brand itself is named for a beach on Rapa Nui (Easter Island).

Anakena sought to appeal to the millennial market, as an exciting option within New World wines with an origin story as captivating as that of the birdman, which is their icon. Their goal was to increase in global distribution to build the brand in the US, Canada, Latin America, Japan, Korea and China, and to relaunch in Europe.
Client
Accolade Wines
Capabilities
Key Visual

Packaging

Solution

Taking into account the volcanic origins of both the soils of Alto Cachapoal, and Easter Island itself, from which Anakena takes its name and birdman symbol, we seized on the powerful force and quality of volcanoes. The terroir of the wine comes to the forefront when we focus on the volcanic soil, and this squared with the brand’s desire to focus on the wine’s origin. Fiery, enriching lava became one of the secondary symbols of the wine, as we developed the tagline “Wines from Within“ as well as the campaign claim “Profound Wine Grown From Chile’s Volcanic Soils.“ We maintained the use of their iconic birdman symbol, taken from an annual ancient rite that took place between Easter Island and three nearby rocky islands, and respected their naming convention, using names from indigenous languages that connect consumers to the wine.

Key Visual

DAf produced two key visuals, both heavily volcanic in nature. The first features Anakena’s iconic Birdman figure, and the words “Wine from Within“ set against a backdrop that shows a vineyard and sky in tones of grey, followed by a transition to lava. Emblazoned on the lava, representing fiery magma, is another instance of the birdman figure. The second key visual consists of the magma-colored birdman burning through a surface of pahoehoe lava flow, which is smooth and ropy-looking, and has the same claim as above. Both have at the bottom the creative phrase “Profound Wine Grown From Chile’s Volcanic Soils.“
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Naming

When Accolade came to us, they had some names that were set in stone, and we took these as the basis to create names for other wines in several lines. We took into consideration the importance of recognizing the native lands and peoples of Chile, and developed names in accordance with these conventions, opting for short, two-syllable words that are simple to pronounce and convey attributes associated with the wine, using terms for light and community for example.

Packaging

All of the six new wine labels DAf developed have a jagged edge on the bottom symbolizing the contour of Andes against the sky, and Anakena’s terroir in Alto Cachapoal. Alwa, which means sunrise in Aymara is a bright textured gold foil, and Birdman, their Cabernet Sauvignon has symbols of rongorongo, ancient glyphs from Rapa Nui on a red label. Khana, which means light has a label that depicts a golden sunrise on gradient foil, while Nuna, which means soul or spirit, has a black-to-red gradient label has red strikes running through it. Ona, named for a people from Tierra del Fuego, has rustic stripes of alternating red and gold symbolizing the body paint they used. Finally, Tama, meaning group or community uses a stone background reminiscent of anthropomorphic, pre-Columbian carvings.

Profound Wine Grown From Chile’s Volcanic Soils

January 11, 2021

Wanderin’ Rogue

Australia – Pinnacle Liquor Group

Wanderin’ Rogue

Challenge

Pinnacle Liquor Group approached DAf with a quest to rebrand a Tennessee whiskey they sell in Australia, rethinking the brand, including searching for a new name and storytelling to better position the whiskey. They wanted to capture the history of Tennessee whiskey, and the unique process by which this particular whiskey is made to strongly appeal to its target market. Whiskey is a product with strong category cues and it was important to use these cues to make it clear to the consumer what the product would deliver, a Lincoln-process whiskey suitable for mixing with mixers and enjoyed by young to middle-aged singles and couples at casual get-togethers.
Client
Pinnacle Liquor Group
Capabilities
Brand Story

Packaging
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Solution

We took a deep dive into the processes of whiskey making, from sour corn mash to the Lincoln County process, which includes filtration using sugar maple charcoal. We studied the geography, topography and history of the state of Tennessee and were inspired by the idea of a mysterious, free-spirited travelers who might roam the state of Tennessee on foot or by train.

Brand Story

We created the mysterious but loveable character of the Wanderin’ Rogue to name the brand. We imagined him as a person who wandered the width of the state, crossing it from end to end over 452 miles, possibly on an old steam engine.

Storytelling

There’s a man known in the south
He found his home in Tennessee,
After traveling 452 miles
Through the state
Enjoyin’ being free
Here we have this drink
We call it
Wanderin’ Rogue
Of quality so strong
as an honor to the traveler
as he travels on

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Packaging

On the front of the bottle, the dark label on a square bottle for Wanderin’ Rogue closely follows the strong visual cues associated with the category, and lends support to the whiskey’s authenticity. At the very top of the label is the text “I’m a restless soul enjoyin’ being free.” Below that, a large typeset font was used for the name, written in off white with turquoise highlights and gold foil accents. The fonts used give a sense of historical presence, along with corner flourishes evocative of signs from the 1800s. There is a seal on the label with the letters WR surrounded by the words “Wanderin’ Rogue” and “Unique Bold Flavor,” and there is a train in homage to the state and protagonist and a barrel full of charcoal to evoke the process by which the whiskey is made. At the bottom of the label there is rectangle that says that the whiskey is made in small batches, along with the bottle volume, alcohol content and proprietor’s signature.

The back of the bottle has a cream-colored label with fewer details than the front, including flourishes and the train, and labeling required by Australia, where it will be sold, including volume, alcohol content and a warning against drinking during pregnancy.

The strip label that goes over the capsule is turquoise with black outlined white lettering reading “Tennessee Whiskey.”
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Wanderin’ Rogue

January 8, 2021