Chile – Viña Tarapacá

Home of Diversity

Challenge

Viña Tarapacá is one of Chile’s best-regarded wine brands, both steeped in tradition and highly awarded for generations. The brand came to DAf to change its image, leaving behind the highly traditional and centering on its ambition to preserve the biodiversity of its home; a natural clos in the Maipo valley.

The project presented two main challenges. Firstly, creating a shift from a territory of traditional celebration to one of pioneering sustainability, without losing the brand’s character and values. Secondly, educating the consumer on Viña Tarapacá’s sustainability initiatives and connecting this vision to the quality of the wine.
Client
Viña San Pedro Tarapacá
Capabilities
Brand Video

Key Visual
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Solution

Viña Tarapacá’s tradition is synonymous with its beautiful home, the casona, an icon of the brand seen in previous campaigns and emblemized on the packaging. The solution was to use the word "home" as a bridge that guides consumers from Viña Tarapacá’s revered legacy to its pioneering future. We now focus on Viña Tarapacá’s home in a greater context — the magnificent natural clos surrounding the house, and why this area is an essential refuge for native endangered wildlife.
The campaign "Home of Biodiversity" shows the abundant nature of the clos and its connection to the vineyard. The film was shot entirely in the clos itself. An endemic Chilean eagle guides us, from the iconic casona through the vineyards, as we encounter different fauna and flora on the way. The animals on set were filmed with all necessary security and safety provisions in place, ensuring their comfort at all times.

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Brand Video

A 30-second brand video was created in English, Spanish and Portuguese, for release throughout different markets. In addition, we created several other formats for online use, including vertical for Instagram Stories.

Key Visual

A breathtaking world of greens and blues is central to the key visual, which captures the clos above. As the star of the campaign, the eagle flies overhead, showcasing Viña Tarapacá’s home as a haven for nature.
Key Visual

Home of Biodiversity.