A sparkling wine for every time of day
Viñamar
Chilean sparkling winemaker Viñamar has historically displayed the product on its own, or with a single person holding the bottle, in a beautiful setting near a pool at their Moorish mansion known as Casa Valle/Casa Viñamar. As their line has expanded to include different varieties and a no-alcohol version, and following a brand audit, the brand came to DAf with help discovering a new visual expression of the brand that reflects its evolution while remaining true to its refined heritage.
Refreshing the brand
In keeping with the desire of the brand to decenter the product and populate its ads with a wider diversity of people and highlight the times and places (instances of consumption) of their product, we made several changes. This shift allowed the brand to differentiate itself from traditional sparkling communication, moving from static product beauty to emotional moments.
Putting people and moments at the center
We kept their casona as part of the brand personality, but expanded the campaign to include four instances with which each of their products blends beautifully, from a daytime brunch party through the evening hours, including moments of sharing with friends, preparing foods, and opening the cast to a wider variety of ages, as well as including men who had not been present in their campaign in the past. We created a muted, linen-toned color palette to express the quiet elegance their brand embodies and created a 30 second video showing off all of these instances.
Four occasions, one quiet elegance
We also created key visuals showing the bottles, each with an actor that pairs well with the bottle, and created capsules for social media on the basis of the main video, all while keeping their tagline: Estilo Unique. We made sure the brand could dazzle, paving the way for more growth for a brand’s image is essential.
