Chile – Casillero del Diablo

Devil’s Carnaval

Challenge

Casillero del Diablo came to DAf to help develop a new line designed to appeal to Generation Z consumers new to wine. It needed to be a fun, entry-level product with a clear connection to the quality of Casillero del Diablo. The client had an initial idea and needed our assistance to create multiple visual elements.
Client
Casillero del Diablo
Capabilities
Video
Key Visuals
Photography
POS
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Solution

DAf dove into the project and drew from the colorful celebration of carnaval to create the masks that give personality to each of the four SKUs. These masks also bring in the character of the Devil, connecting with the overarching brand. We created key visuals featuring the masks and their corresponding bottles, and produced video as well as designing a presentation box and POP assets.

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Video

DAf created a campaign video presenting all 4 varieties of Devil’s Carnaval. The video features the devil masks that we designed, each with its respective bottle set against a corresponding 3D carnival-esque background including feathers and flowers. The movement in the video allows the viewer to appreciate the details of each mask. We also produced a teaser video where the masks are not shown in full, providing the sense of mystery that is associated with Casillero del Diablo.
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Key Visual

DAf created four key visuals, one for each SKU. We designed a devilish carnival mask for each, to create different representations of the Devil character that connect to the parent brand and to different cultures and carnival celebrations around the world. The masks are realistic, with a wood-like texture, in the tones of the corresponding wine’s signature color and with gold highlights to add a festive touch. We also created a unique background for each, combining carnival-esque elements including flowers, feathers and fans, in the same color palette. This structure allows for a cohesive expansion of the range in the future by adding a new color and mask style.
Key Visual
Key Visual
Key Visual
Key Visual

Photography

We produced and shot photos of the bottles in scenes of informal, small social gatherings to highlight the everyday celebratory nature of Devil’s Carnaval. The setting and wardrobe reinforce a feeling of fun while remaining familiar to the target audience.
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POS

To create a presentation box that stands out we used background imagery from the four key visuals. The dark shadows, lush colors and touches of gold combine for a strong impact, while the text inviting consumers to “celebrate your way” adds personality and clearly communicates the brand’s message.
We designed 3 POP assets. Two are video displays that feature the masks and have an air of mystery. The third is a stopper with a cut out section that spins, showing each of the four masks as it rotates.
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