Viña Maipo – Recipes

Chile – Viña Maipo

Recipes

Challenge

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

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

Key Visuals

Social Media Content
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Solution

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

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Key Visuals

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

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

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

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

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

Social Media Assets

We developed a set of photos for use on social media for each of the cocktails, depicting each one, in the light that corresponds with the time of day at which it would be consumed, in settings that evoke a kitchen or living room, with other implements and ingredients shown nearby. We also developed visuals for each of the dishes as created. They are shown in attractive but informal stylings, colorful and appetizing, and each featuring the bottle of wine they are meant to pair with.
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June 10, 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

Home of Biodiversity

Chile – Viña Tarapacá

Home of Biodiversity

Challenge

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

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

Key Visual

Photography

Social Media Content
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Solution

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

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

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Brand Video

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

Key Visual

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

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

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

Home of Biodiversity.

June 2, 2021

Carlos I – Cocktails

Spain – Carlos I

Cocktails

Challenge

Carlos I, one of Spain’s most well-known brandies, continues to look inward to search for new ways to connect to brandy drinkers, especially the younger target. As one of the brand’s pillars is mixology, DAf was asked to create photography and capsules for use in social media to remind younger consumers of the versatility of Carlos I when it comes to cocktail hour.
Client
Grupo Osborne
Capabilities
Photography

RRSS Capsules
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Solution

DAf worked with mixologists to create a series of ten classic brandy cocktails. Our team worked with a premium though contemporary color palette, based on the composition of each cocktail. Photographed in studio using simple geometric props, block color boards and a copper-hued cocktail set as support, the bottle is front and center of all material.

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Photography

Each cocktail was photographed in studio, accompanied by the elements essential to create it.
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Capsules

DAf created 8” capsules of each cocktail, showing each in all its beauty, ready to be served.

Book of Cocktails

DAf designed a book of classic recipes featuring Carlos I, to inspire our consumers’ next cocktail hour with friends.
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The beauty of brandy.

May 4, 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

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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.
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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

A Centennial Legacy, an Everlasting Name

Spain – Montecillo

A Centennial Legacy, an Everlasting Name

Challenge

Bodegas Montecillo, from Rioja, a region known for its energetic renovation of Spain’s super premium wine category, asked DAf to create a key visual to communicate the milestone of their 150th anniversary, elevate their winemaking credentials and highlight their key values: experience, authenticity, transcendence, commitment and innovation.
Client
Bodegas Montecillo
Capabilities
Key Visual

Social Media Content
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Solution

The concept of drawers was chosen to present the brand’s handmade approach to winemaking. Their contents illustrate the brand’s most important milestones, and elements that encapsulate Rioja’s winemaking and terroir.

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Key Visual

Bodegas Montecillo required a key visual that clearly presented their product, as well as communicated the brand’s history and key figures. Photographed in a studio setting, the drawers and placement of objects allude to the world of the artisan, and therefore, to the winemaker.
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Social Media Content

A variety of photographic assets were created for use on the brand’s social media.
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Making Of

The beautiful chest of drawers was carefully dressed in studio, ready to showcase Bodegas Montecillo’s history and wine. Video capsules and photography show the behind the scenes process.
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A centennial legacy, an everlasting name.

March 9, 2021