Wines of Chile came to DAf with one very clear goal in mind, to change the global perception of Chilean wine forever.
It was time to shift away from Chile’s long-standing reputation as a producer of good wine at affordable prices and grow an iconic brand image, synonymous of quality, diversity and innovation.
Watch the video below to discover the entire process, from storytelling to campaign implementation.
TO DIGITAL CAMPAIGN
Experts in creative global thinking for the wine and spirits industry, DAf knew that the only way to make real changes would be to start at the beginning, the place from where all timeless, compelling brands are born; a powerful and original storytelling. We cultivated a story about the most gripping universal theme on Earth… Love.
It was an adventure about a foreigner in Chile, who gradually becomes the country’s Unofficial Wine Ambassador, and shares their passion for Chilean wine with friends and family back home. We crafted a story about connections. A graceful, expressive invitation to wine consumers all over the world to pour, taste and fall in love.
CONCEPT & LETTERING
We brought the storytelling’s central character to life in a dynamic testimonial campaign designed for digital platforms in the U.S., China and Brazil. Its name?… Love Wine, Love Chile.
The diversity of Chilean wine, a key pillar in Wines of Chile’s communications, was reflected in the special lettering that developed for the campaign and its changing color palette: yellow for the USA, salmon for China and green for Brazil.
We created three key visuals with original photography, one for each market: USA, China and Brazil. In each key visual, the central character holds the wine glass close to his or her heart. Their look is penetrating and their bodies directly face the camera. These three visual codes reflect the campaign’s testimonial spirit and reflect the emotional connection, the love, that each character felt when travelling across Chile.
The three documentaries, each one around two minutes in length, relate personal experiences with Chilean wine. They are testimonials of recorded events, those truly lived by the three foreigners who travelled across Chile, tasting Chilean wine. DAf was entrusted with both the filming and post-production process of each documentary.
Whilst travelling across Chile with the three central characters, DAf was also responsible for the development of a wide portfolio of photographs to accompany the key visuals, videos and digital strategies of this campaign.
MUSIC & LYRICS
Music and lyrics were specially created for Love Wine, Love Chile, reinforcing the central concept of the campaign: love, personal experience and foreigners who gradually become unofficial ambassadors for Chilean wine.
With the unmistakable DNA of a powerful storytelling in place, “Love Wine, Love Chile” has grown to form part of Wines of Chile’s long-term brand strategy and occupies a strong presence in Trade Fairs.
Wine consumers and potential wine consumers in USA, China and Brazil.