Chile – Carmen

Reinvent the Classics

Challenge

Viña Carmen can proudly call itself “The First Chilean Winery”. Founded in 1850, its history intertwines with that of the history of Chile itself. The brand’s existing claim “Reinvent the Classics” had already done a good job of sharing the winery’s success in reinventing and reinventing itself over the past 170 years. However, they wanted to take the idea to a global level and asked DAf to develop global communications that could tell the world what Viña Carmen was about without disengaging their domestic market.
Client
Santa Rita
Capabilities
Campaign Video

Key Visuals
Full Width Pic

Solution

DAf developed a strategy and global campaign that would align Viña Carmen with a worldwide art form that is constantly reinventing itself: dance. For the campaign, we focused on classically trained ballet dancers who were redefining what dance means to them and reinterpreting the medium in a modern way.

Full Width Pic
Full Width Pic

Key Visuals

Three ballet dancers in bold, jewel-toned silk jumpsuits leap under spotlights across a stage, with theater seating behind, towards larger-than-life bottles of Carmen’s various varietals.
Key Visual
Key Visual
Key Visual

Campaign Video

Filming for the campaign took place in the stylish Teatro La Cúpula with dancers from the Santiago Ballet. Each film piece showed how something as classical as ballet can be reinvented in a modern way.

Reinvent the Classics.