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Wines of Chile
Integrated Campaign, Campaign Video, Key Visual, Photography
After modernizing the brand’s look, the Chilean winegrower’s association Wines of Chile was ready to take the next step in their rebranding process: creating a tagline for the brand overall and developing an international campaign to reposition Chilean wine and capture new consumers. Chilean wine has historically been known for its low price. Wines of Chile wanted to better communicate its quality, focusing on the people behind the wine and the commitment to sustainability to elevate the sense of premiumness. It was essential for the client that both the tagline and the campaign encompass the brand’s three pillars of audacity, innovation and sustainability.
For our tagline we needed something that would still ring true for a variety of languages and cultures. Ultimately, DAf decided to focus on local knowledge, eventually reaching the tagline “Wine is in our nature", a play on words emphasizing the importance of wine in Chile overall and the country’s unique natural landscapes. For the campaign, we delved deeper into said landscape, taking full advantage of Chile’s natural beauty from Patagonia's glaciers to the Andes Mountains and of course its wine-growing valleys. The claim “Taste the Untamed” invites consumers to experience this unparalleled and wild natural beauty through the taste of Chilean wine.To achieve this, we shot our key visuals and a sensorial video in Patagonia’s Torres del Paine national park and on the Pacific coast in central Chile, focusing specifically on three main markets, Chile, USA and Brazil.
To fully capture the spirit of Chilean wines, we looked to their origins, both the land and the people who create them. This inspiration allowed us to create both a brand tagline and a specific campaign that authentically express Wines of Chile’s identity and make a human connection with consumers.
Casillero del Diablo
SANTIAGO
Los Navegantes 1955 Santiago, Chile.
BARCELONA
Roger de Llúria 44 Barcelona, España.
