Chile – Casillero del Diablo

The way to be a legend

Challenge

For the latest, attention-getting version of their contest to promote the Casillero del Diablo-Manchester United collaboration, with the winner having the opportunity to play at the storied Old Trafford stadium, the client approached DAf to create a set of assets to promote this contest’s latest iteration. Participants fill out a form on a website to potentially win a trip to England and the chance to play at Old Trafford.
Client
Casillero del Diablo
Capabilities
Key Visual
Videos
Website
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Solution

Building on Casillero del Diablo’s continuing campaigns for Manchester’s die hard fans to win the chance to play where their own favorites have played and to feel a part of the story, we built upon the previous campaigns’ use of the word legend. Using the tagline “The Way to Be a Legend,” we also leveraged the design of the pitch itself as a design element, extending the letters out to resemble the goal line, halfway line and touchlines of the playing field. These represent the path one takes to get to the stadium.

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Videos

We created a video for use across all platforms for the campaign. They show a man as though at a wine shop, reaching for a bottle of Casillero del Diablo and by doing so, he opens a portal to Old Trafford. Three players appear inviting participants to come play, and the video ends with an angled text reading “The Way to be a Legend” superimposed on the pitch with a bottle of wine in the corner and later a call to action to visit the website where they can participate.
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Full Width Pic

Key Visual

The key visual is in Casillero del Diablo’s signature red, and is split into four on the diagonal, by the text “The Way to Be a Legend,” with the text extending out like the lines on a football pitch. In three of the four quadrants different football players appear and in the fourth, we see a glimpse of the football pitch, and a bottle of Casillero del Diablo adorns the left hand side. Again, the white lines represent the way to the stadium, and to winning the prize.
Key Visual
Key Visual

Website

We created a website for desktop and mobile for the contest which opens with an age gate, and briefly shows the video, with a man taking a bottle off the wine store shelf and opening the portal into Old Trafford before showing the contest form. There are Spanish, English and French versions of the site.

The Way to Be a Legend