Chile – Montgras

Boldly Attractive Wines

Challenge

To powerfully reposition their reinvented portfolio on the market in Chile, Montgras came to DAf with the tagline “Boldly Attractive Wines” and a challenge to distinguish their wines. They wanted language that was authentic, bold, and attractive, and the campaign had to dovetail with the tagline and create a space that was just for them.
Client
Montgras
Capabilities
Key Visuals

Corporate Video
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Solution

We landed on the concept of great wines that do not rest on the typical winemaking clichés of showing the terroir, winemakers or wine closeups, but rather stripped down the concept to simple, bold statements that go against the grain. The campaign is highly attitudinal, simple and uses a signature large type in their signature orange hue.

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Key Visuals

Each of the six wine lines (Day 1, De-Vine, Organic, Cuatro, 2, Antu) has its own key visual with a statement that either directly or indirectly refers to its departure from the industry advertising norms, featuring the bottle on a plain-colored background with large orange type. One key visual was also produced to represent the brand as a whole.
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