Client need: For VSPT’s sustainable brand of B-Liv, they wanted to turn communication about sustainability on its head. Rather than communicating its RTBs by preaching to the target audience, they wanted to craft a different style of communication, integrating themselves into the consumer’s lifestyle.

DAf’s response: As their target consumer is already in search of sustainable choices, DAf developed a campaign that included B-Liv as the missing part of the consumer decisions such as choosing organic products and participating in the circular economy. The tagline “Live Complete” conveys the message of how purchasing this wine is another part of that circularity with the central pillar of living well while doing well by the planet. Visuals supported this circularity with a rotating platform that appears to be taken over by nature and cuts to lifestyle shots that celebrate wellness and sustainable living together with the wine.

The takeaway: Departing from traditional codes of sustainability allows us to insert the brand into the consumers’ pre-existing mentality and lifestyle.