Proudly Wild, Exquisitely Fresh

Challenge

Long-time client Concha y Toro came to DAf, this time to develop a campaign to promote its Sauvignon Blancs in the US market, where this varietal has wide consumer acceptance, but where Chilean Sauvignon Blancs have potential to become more top of mind and where Concha y Toro sees a great opportunity due to their unique flavor profile and extreme freshness, products of the singular terroir and growing conditions they have in Chile. Specifically, Concha y Toro seeks to better place their Casillero del Diablo and Grand Reserva Sauvignon Blanc in the US market.

Brand Video

The brand video shows the wine as well as the elements of Chile’s nature that makes it so refreshing, showcasing in sweeping, cinematic views: the morning mist with the sun breaking through, a flyover of a vineyard, crashing, spraying waves of the cool Chilean Pacific coastal waters, wind raking through the snow of the Andes and clouds rushing past their peaks. It also shows a water droplet falling off a leaf as well as Max Weinlaub, one of Concha y Toro’s top winemakers for white wines walking through and evaluating the vineyard, the soil, and the plants. We see the wine as it flows, splashing into a glass, calling into mind the waves and the wind before the closing shot of a triptych of the Andes, a wine bottle and the crashing surf. The film has audio with dramatic music and a voiceover speaking of the virtues of the unique terroir and expertise which come together to form this wine that is “Proudly Wild, Exquisitely Fresh.”

Key Visual

Each of the three key visuals calls heavily on the origin of the wines, and the natural elements that make these Sauvignon Blancs so refreshing and appealing. In each of the three images, either one or the other or both of the wine bottles are shown with cool condensation on the bottle in front of the forces of nature that contribute to the unique taste of this wine, which are the cool coast of the Chilean Pacific, the icy winds coming down from the Andes, the unique terroir including the quality of the soil, and the vineyard itself.

Social Media Capsules

For social media, DAf developed three capsules, short videos in the cool colors of the brand palette, such as blue and green, which highlight nature, water, the vineyard, winemaker, and the splashy, refreshing quality of the wine, and close with a shot of their Gran Reserva and Casillero del Diablo Sauvignon Blanc bottles frosted with condensation, with the vineyard in bokeh behind.