Chosen by Nature
Cono Sur
Across its portfolio, Cono Sur identified a common challenge: wine categories were still being communicated through rigid codes: educational messaging, formal occasions, predictable aesthetics. Whether organic or Pinot Noir, the opportunity was the same: to move beyond explanation and elevate wine through emotion, desire, and lived experience. The ambition was clear- shift the narrative from how wine is made to why it matters in people’s lives.
Breaking away from category convention
To differentiate Cono Sur from category-driven competitors, DAf reframed both lines through lifestyle and emotion. For Cono Sur Organic, we shifted sustainability from a rational argument to a sensory experience. Inspired by the butterfly, a symbol of purity and transformation, we created a visual world where nature leads the story. Organic textures, soft motion, and natural light express a wine that feels authentic, delicate, and alive. For Cono Sur Bicicleta, we challenged the idea that Pinot Noir belongs only to formal moments. Chill Your Way translated this ambition into a lifestyle story rooted in simplicity: bike rides through the city, shared silences, small gestures that say more than words. Summer became a state of mind- where wine blends into life instead of interrupting it.
Differentiating through feeling, not instruction
Dazzling through a new culture of wine enjoyment
Across both campaigns, the creative approach focused on intimacy and restraint. In Organic, every frame feels like a breath of nature- turning sustainability into beauty and taste into emotion. In Bicicleta, the Key Visual and video follow intimate details: a bottle in a bike basket, a glance during the ride, a quiet stop that naturally turns into a toast. Nothing forced. Everything felt. Together, Cono Sur Organic and Bicicleta open a new emotional culture of wine enjoyment. One where sophistication is balanced with warmth, sustainability becomes something you feel, and everyday moments are elevated without losing their authenticity. Cono Sur proves that true elegance can be both natural and irresistible, whether guided by nature’s sensitivity or by the freedom of real life.
