Spyland: Always Watching
João Portugal Ramos
Portuguese winery João Portugal Ramos approached DAf to develop a campaign for a red blend targeting Gen X consumers in the United States- an audience with purchasing power but limited familiarity with Portugal as a wine origin. The core challenge was to discover a compelling narrative that could bridge this knowledge gap while delivering immediate intrigue and emotional resonance. Rather than leading with geography alone, the strategy needed to translate Portugal’s identity into something culturally magnetic, memorable, and distinctly premium.
Discovering intrigue beyond terroir
History reimagined as brand asset
Exploring what truly distinguishes Portugal on the global stage, we identified Lisbon’s extraordinary role as a hub of espionage during World War II. This unexpected historical angle allowed the brand to differentiate itself from conventional Old World wine narratives, transforming the bottle into a gateway to mystery, sophistication, and clandestine allure. Instead of explaining Portugal, we invited consumers to experience it through a story.
We constructed an immersive conceptual universe around this theme, extending from packaging to digital experiences. The label and visual identity evoke coded messages, secret dossiers, and mid-century intelligence aesthetics, positioning the wine as an artifact from a hidden world. Online, the experience deepens through interactive elements including a retina-scan interface, encrypted puzzles to solve, and real stories of historical spies- inviting users to step into “Spyland”.
Packaging as narrative portal
By pairing wine with espionage, the campaign reframes discovery itself as an adventure- one driven by curiosity, sophistication, and the thrill of uncovering secrets. This approach resonates strongly with Gen X consumers, who value authenticity, intelligence, and layered storytelling. The result is a brand experience that not only educates without lecturing but also invites participation, turning unfamiliar origin into irresistible intrigue designed to dazzle both on shelf and on screen.