Chile – Diablo Volcanic Cabernet

A Pact With the Extraordinary

Challenge

Millennials are the target audience for this latest addition to the Casillero del Diablo wine family, Diablo Volcanic Cabernet which, as the name suggests, relies on the volcanic soils that contribute to the grapes’ terroir for both its taste and image. This Diablo wine, like its Golden Chardonnay counterpart, and other wines to follow, emphasizes storytelling and visuals over the technical aspects of the wine, with the goal of engaging its loyal, aspirational audience.
Client
Diablo
Capabilities
Key Visual

Video
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Full Width Pic
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Solution

In keeping with Diablo’s messaging about each wine having a unique universe, we focused here on the volcanic origin of the wine, both for the visuals, featuring glowing lava and rough textures and the campaign slogan, which is “Fiery Roots, Volcanic Soils.”

Full Width Pic

Video

With a voiceover speaking from the perspective of the wine, the video begins with a closeup of the black lava with glimpses of liquid, orange lava below. We see the glowing lava advance and make its way up the sides of the bottle, before exploding at the top before cutting to a scene of the bottle resting on volcanic rock, while flowing lava cascades down on one side with the tagline “Fiery Roots, Volcanic Soils.”

Key Visual

The image shows the wine bottle with the devil’s visage in gold on the label resting on pillowy, ropey lava characteristic of a pahoehoe flow, with the gleaming orange of fiery lava visible between the cracks.
Key Visual
Key Visual

A Pact With The Extraordinary