Chile – Marques de Casa Concha

In Search of Noble Roots

Challenge

Marques de Casa Concha, one of Viña Concha y Toro’s most internationally-recognized brands, wished to create a campaign centered on Marcelo Papa, winemaker and Technical Director of Concha y Toro, who for years had been instrumental in seeking out the perfect harmony between place and variety, in order to create the brand’s portfolio of wines. The brand approached DAf to create this campaign, supported by a brand video, key visual, website design and social media content.
Client
Viña Concha y Toro
Capabilities
Video

Key Visual

Social Media Content
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Solution

The angle of “noble roots“ was chosen as a means to connect with both the brand name and the work undertaken by their winemaker. Connected by the claim “In Search of Noble Roots,“ three campaign pillars were identified, each of which touches on a specific element of Marcelo Papa’s investigations and talents. These were Education, the Vineyard and Gastronomy.

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Brand Video

The brand video presents and unpacks the 3 pillars: education, vineyard and gastronomy, and begins with close up visuals of the roots in the test pit, explaining in text Marcelo Papa’s great trajectory and importance in the world of Chilean wine. We see him engaging with the grapes, and the soil, and also studying books and maps as he talks about making wine with a certain level of depth, with a connection between the earth, variety and climate. Later, we see a variety of root vegetables, the winemaker in the test pit, and also pouring and tasting one of the brand’s wines.

Key Visuals

DAf’s team visited the brand’s vineyards to photography Marcelo Papa in the calicata, or test pit, showing the roots that are key in this campaign, supported by the claim “Marcelo Papa, In Search of Noble Roots.“

The claim “Dig Deeper“ was chosen for the consumer campaign, and used in the second Key Visual, released to the brand’s key markets in support of the consumer competition.
Key Visual
Key Visual

Social Media Content

Based on the three campaign pillars, DAf’s team created photos to establish a look and feel for the brand’s social media channels. Adaptations, including vertical for social media, we also created from the main brand video, and include stills from the test pit with textures and roots, and some of Marcelo Papa taking notes in a notebook inside the test pit at a rustic wooden table, with tools of the trade such as a shovel, a curved blade and a magnifying glass on hand.
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Dig Deeper.