9 Lives is a popular wine targeted to consumers ready to move from everyday brands to a more premium category.
The brand required a totally new campaign to reflect this premiumness, while strengthening their identity and moving into a markedly conceptual territory.
DAf’s challenge was to raise brand awareness through the creation of a highly unique and original campaign to allure the trepidatious millennial consumer, inspiring them to live a life without limits.
The concept is centered on an interpretation of the brand name, and explored the brand philosophy that“9 lives are better than one”. To do this, DAf created 9 different characters—fantastical, enigmatic and mesmerizing—based on 9 distinct lives; each a life to be lived and celebrated by the consumer.
Totally disruptive and distinct in the industry, the campaign has a strong digital focus—an opportunity to invite the consumer into an immersive experience with the brand.
Branding was enforced through the principal stage, a cylinder with the 9 logos, which floated upon a liquid ground. The set was kept minimal, and the circular stage enabled us to show the character in 360 as they spun around. A golden motion blur effect was added to the spin, used to highlight the fluidity of the concept “Shift your Shape”, while also connecting the golden elements between the characters in a consistent and stylist way.
The key visual iconized the number 9 while presenting each of the characters. The bottle stands proudly in the middle, while the label’s gold and black colors are enforced through the black background and shimmering elements.
DAf developed the brand’s new website, using the 9 characters as protagonists throughout.
BEHIND THE SCENES
Filmed in-studio, DAf worked directly with the country’s leading makeup artists, stylists and fashion producers to bring the characters to life, maintaining a premiumness inspired by fashion industry codes.