Because Life is Here

Challenge

Long time DAf client Concha y Toro asked us to build a brand strategy for their new Gran Reserva wine, launched for export in the second half of 2021 with a target audience of environmentally-conscious 30 to 45-year-olds. The main challenge is that the wine’s name, “Gran Reserva” also refers to a category of wine. Therefore, the campaign had to develop a brand concept to closely link the name Concha y Toro Gran Reserva with the essence of the brand, which is sustainability.

Brand Strategy

Knowing that for the target audience, protecting and preserving the environment is top of mind, we focused on the fact that Concha y Toro’s Gran Reserva wine comes from a great natural reserve, a place full of life where species live in harmony, showcasing how crafting wine and protecting the earth’s biodiversity and resources dovetail. To answer the question, “Why take action?” we chose the creative phrase “Because Life is Here.”

Storytelling

Today, with our feet planted firmly on these lands, we say
Just as our ancestors have said for millennia,
This is the land of life.
There is nothing more certain under the sun:
Ours is a Great Natural Reserve,
Home to everything that sings, stalks, flaps, forages.
To all that howls, burrows, climbs, buzzes, basks.
Everything that jumps, soars, splashes, chirps.
All that unfurls, buds, opens, reaches.
And home to what is poured; abundantly and generously.
Our Gran Reserva is full of life
Life here to thrive, here to be shared.
And it is our responsibility to hold this life tight.
To preserve it and allow it to flourish.
Gran Reserva. Because Life is Here.

Key Visuals

The first set of key visuals focus on three species of wildlife that thrive near the vineyards in Ucúquer, which are the black-necked swan, a horned owl and the South American grey fox, each of them emblematic of Chile. Each image is presented as a double exposure, with both the species and within its outline, the vineyards visible. In front is the wine bottle, with its signature flying black-necked swan, and the words, “Because Life is Here.”

Happy with this initial work, the client asked DAf to add a fourth animal: the Chilean güiña, the smallest feline native to the Americas. We maintained the same style and structure for a seamless update.

Point of Sale

We created a series of collars, sleeves and cards for point of sale, each of which has an element (neck/head and/or feathers) of the black-necked swan’s outline cut out.