Chile – Viña Concha y Toro

Diablo 2021

Challenge

Diablo was created by Concha y Toro, but sits outside of the main brand. The two exciting new wines are attractive to younger consumers’ taste for the adventurous and nonconventional, and we had worked with them on previously on a campaign, with a successful launch in the Chilean, US, UK and European markets

Moving forward, Diablo wanted to depart from the conceptual world to something more lifestyle-oriented, to continue to differentiate their product from Casillero del Diablo and to communicate that the devil is used as an illustration on the label, which is hidden. The brand approached DAf for this next chapter, fresh for 2021 ready to launch in global markets.
Client
Concha y Toro
Capabilities
Brand Video

Key Visual

Social Media Content
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Solution

DAf created a fantastical world in a luxurious mansion, with mirrors and rich furnishings, with an air of sophisticated mystery, shot with cinematic cameras and lighting, featuring two characters called “The Wicked.” They are empowered, seductive and confident, with a touch of charming maleficence that is set to intrigue. They also reflect the Diablo’s premiumness — they are stylish and self-assured. Their attitude reflects their freedom, they live a life of liberty, indulgence, and delight.

We delved into the rich lifestyle that “the wicked” embody and produced videos of 30”, 15” and 6” featuring both wines for all social media platforms as well as 15” and 6” videos for markets where on the Red Blend is sold. We also produced 8 different key visuals and a robust image bank for use across social media platforms.

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Video

The video opens by panning down a hallway with rich furnishings, multiple mirrors and burning candles in candelabras, and moves to the liquid being poured into stemless wine glass. A woman’s reflection is seen, from the nose down, as she reapplies her lipstick and a man appears, looking at himself in a different mirror, his face also partially obscured as he puts on a hat. Dressed in red (her) and black (him), they each pick up the wine and dramatically walk from opposite ends of the hallway towards one another, meeting at a table, each setting down their wine. The woman takes a glass of wine, the candles dramatically blow out and as she views herself in the mirror, the image of the devil from the bottle is superimposed over her reflection in gold.

Script

They call him the Devil.
But his type of bad is something good
He comes to you with a difference.
Breaking all the rules.
Here to show you something… darkly exquisite.
Diablo has always been here
And he is waiting for you.
You just have to… look

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Key Visual

The key visual depicts the woman’s face, partially obscured and with the iconic devil’s face from the label, replacing the top portion of her face. The text reads “A Pact With the Devil” for the global market and “Wicked Never Tasted So Good” for the UK market. The two bottles appear in the lower right hand corner for markets where both are sold, and the red bottle appears in the corner where only the Red Blend is sold.
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Social Media

DAf developed a series of stills for use on social media, which include shots of the bottle with its reflection, of the bottle or bottles with candles or brocaded wallpaper in the background, of wine being poured, the bottle in hand, and the man and woman together. All of these are rendered in saturated tones of red and black with gold accents.
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Making Of

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A Pact with the Extraordinary