Client need: This brand, one of Viña Concha y Toro’s most known brands on the world stage, wanted to create a campaign centered on Marcelo Papa, winemaker and Technical Director of Concha y Toro, that alludes to his focus on the interplay between terroir and variety. 

DAf’s response: Under the claim “In Search of Noble Roots,” we identified three campaign pillars to highlight specific elements of Marcelo Papa’s strengths and research, which are Education, the Vineyard and Gastronomy. The brand video is shot onsite, and unpacks these three with images of Papa in the calicata (test pit), engaging with the grapes and soil as well as looking at books and maps as he explains making wine that connects the earth with the variety and climate. For the consumer campaign we used the claim “Dig Deeper,” and the overall campaign is one that shows Papa’s dedication to winemaking and the brand’s work as something that requires painstaking detail and dedication to find the best origins and expressions in Chile. 

The takeaway: By shooting onsite at the very roots of winemaking, we built a campaign to show off this brand’s work.