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 |
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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.
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!
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.
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.
Patricia Contreras September 1, 2021
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 |
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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.
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.
Patricia Contreras June 9, 2021
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 |
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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.
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.
DAf Developer April 12, 2021
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 |
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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.
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.
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.
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.
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.
Juan Pablo Nuñez March 15, 2021
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 |
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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.
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.
Social Media Content
A variety of photographic assets were created for use on the brand’s social media.
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.
A centennial legacy, an everlasting name.
Patricia Contreras March 9, 2021
Challenge
9 Lives es un vino popular dirigido a los consumidores que están dispuestos a pasar de las marcas cotidianas a una categoría más elevada.
De esta forma, la marca requería de una nueva campaña para reflejar un premiumness auténtico, fortaleciendo su identidad y moviéndose hacia un territorio mucho más conceptual.
El desafío de DAf fue aumentar el conocimiento de la marca a través de la creación de una campaña única e impactante, para seducir al inquieto consumidor millennial, invitándolo a vivir una vida sin límites.
Client |
VSPT Wine Group |
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Capabilities |
Video de Campaña
Key Visual
Sitio Web |
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Solution
El concepto se centra en una reinterpretación del nombre de la marca y su filosofía de que “9 vidas son mejor que una”. Para esto, DAf creó 9 personajes diferentes, fantásticos, enigmáticos y llamativos, basados en 9 vidas diferentes; cada una para ser explorada y celebrada por el consumidor.
Totalmente disruptiva y distinta en la industria, la campaña tiene un fuerte enfoque digital: una gran oportunidad para invitar al consumidor a una experiencia inmersiva con la marca.
VIDEO DE CAMPAÑA
El branding se impulsó a través del escenario principal, una plataforma circular con el ícono 9, que flotaba sobre un suelo líquido. La decoración fue mínima y el escenario circular nos permitió mostrar al personaje en 360º. Se agregó un efecto de desenfoque y un movimiento dorado al giro de cada uno, para resaltar el llamado “Cambia tu forma”. Al mismo tiempo, los elementos dorados presentes en cada personaje, fueron un hilo conductor consistente, estético y premium.
KEY VISUAL
El key visual iconizó el número 9, rodeando su figura con cada uno de los personajes de campaña. La botella se alza con orgullo en el centro, mientras que los colores dorado y negro de la etiqueta se refuerzan a través de un fondo oscuro y elementos brillantes.
Sitio Web
DAf también desarrolló el nuevo sitio web de la marca, utilizando los 9 personajes como protagonistas en todo momento.
Visita El Sitio
DETRAS DE ESCENA
Filmando en estudio, DAf trabajó directamente con los principales maquilladores, estilistas y productores de moda del país para dar vida a los personajes, manteniendo como foco el premiumness inspirado en los códigos visuales de la industria de la moda.
CAMBIA TU FORMA. VIVE 9 LIVES.
Patricia Contreras September 29, 2021
Challenge
Diablo—a red blend launched in 2018 for consumers looking for a more disruptive, less traditional experience—was a resounding success in its key markets. Now featuring a new product in its portfolio, the brand wanted to follow up on its success with a new campaign. We were called to create a concept for Diablo’s second global campaign, and develop videos, key visuals and social media strategy for both the original wine, Red Blend, and newcomer Black Cabernet.
Client |
Viña Concha y Toro |
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Capabilities |
Video
Key Visual
Digital Toolkit |
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Solution
DAf worked with the concept and claim “Infinite Darkness” as a means to continue to develop the world of shadows, mystery and the Devil constructed during the wine’s launch, while also alluding to the amplification of the portfolio and deepening of the brand’s awareness among consumers.
Brand Video
DAf developed a series of three brand videos using CGI in 30” and 15”. Featuring each wine individually and the portfolio, the dark world, original music and magnetic first-person brand voice extend an invitation to consumers to further their explorations and continue to “make the pact” with Diablo.
Key Visual
Following on from the sensorial world of red dust and earth from the original campaign, we created an abstract world through 3D effects in which a foreboding storm-like or smoke-like substance encircles the bottles and creates the sense of a powerful vortex leading to an unknown destination. The three key visuals were developed in order to present each individual product, as well as the complete portfolio.
Digital
We created a Digital Toolkit for use throughout different markets, outlining typography, image use, and applications for point of sale.
Patricia Contreras October 5, 2020
Challenge
French in essence, Chilean by birth. Renowned vineyard Lapostolle needed a new corporate video that would carefully portray this story.
Client |
Lapostolle |
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Capabilities |
Video |
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Corporate Video
Real and elegant. Two brand characteristics that we wanted to accentuate and reason enough to craft a documentary-style video, highlighting the poetry and passion that is Lapostolle.
Having the fortune to interview each member of Lapostolle’s team, we let the beautiful lands and the team’s voices take the lead. The sound score, the sweeping shots of the vineyards, the care and attention paid to the wine as it’s poured into the wine glasses. Each action, each artistic decision, is indicative of high quality, tradition and experience.
Target
Distributors and wine consumers.
Patricia Contreras October 22, 2020
Challenge
Family, Spanish roots and more than 140 years of winemaking experience; the three pillars that have sustained Torres’ winegrowing legacy since 1870. The challenge was to find a succinct way of wielding the narrative power of Torres’ heritage to craft a timeless, global print campaign that would cultivate trust between consumer and brand.
Client |
Familia Torres |
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Capabilities |
KV |
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Print
We were able to safeguard Torres’ long history of winegrowing in Penedés, Spain, through a sensitive family portrait in a monochrome palette, delicately bathed in a violet hue. The presence of large oak barrels alongside modern winetasting tools centers the brand neatly in the present, whilst emphasizing its unbreakable connection to the past. A range of generations featured in the portrait is what reinforces the strength of Torres’ legacy; a wine that will “remain long beyond one man’s existence.”
Target
Specialist wine magazines, including Wine Spectator. This campaign was directed towards consumers already aware of the Torres brand and its long trajectory within the wine industry.
Family wines that will long outlive one man’s existence.
Patricia Contreras October 22, 2020
Challenge
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Solution
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DAf Developer August 11, 2020
