Chile – Casillero del Diablo

Are you the 12th player?

Challenge

A legendary partnership between two iconic brands, Casillero del Diablo and Manchester United, needed an exciting campaign for the 13th installment of their annual competition to win a trip to Old Trafford and play on the pitch. The pandemic forced the competition to go virtual in 2021, so its return in 2022 had to be more energetic and exciting than ever.
Client
Concha y Toro
Capabilities
Campaign Video Key Visual Digital Web Development
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Solution

To create a truly modern sponsorship experience, DAf went beyond traditional activations, and anchored the campaign to an immersive, multi-layered website rnrncalled the LAND OF THE DEVILS. Elsewhere, video, key visuals and digital worked together with the website to build a large, integrated campaign, all under the tagline: ARE YOU THE 12TH PLAYER?

Campaign Video

We filmed onsite in Old Trafford with Manchester United’s own superstar players, Bruno Fernandez, Harry Maguire, and Raphaël Varane. In each instance, the player called on fans to enter the competition to win a trip to Old Trafford with a motivational Uncle Sam-like gesture, directly speaking to the audience.

Key Visuals

The key visuals similarly merged the worlds of Manchester United and Casillero del Diablo by incorporating the famous players and iconic form of Old Trafford with the wine’s recognizable brand assets like flames and the bottle.
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Web Development

As previously mentioned, this sponsorship campaign was centered around a dynamic, bespoke website. This website re-envisioned Old Trafford through a distinctly Casillero del Diablo lens, bringing fiery life to the pitch with 2D animated flames, and complementing the brand with a fresh, epic energy.
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Digital

We captured social media-first video and photography and used this to create a global, integrated digital campaign that invited viewers to the competition website using a clear CTA.
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ARE YOU THE 12TH PLAYER?