Universes

The Argentine wine brand DADÁ, owned by Finca Las Moras, is known for its unconventional offerings. Over the years, DADÁ has leveraged on the "nonsense" to disrupt the wine category in the region and this new campaign is not the exception. Created by the community LATAM, this introduces a new chapter in DADÁ's history, reclaiming the brand's essence in a context where digital universes, metaverses, and multiverses are redefining how we connect.

“We live surrounded by parallel realities—personal, virtual, emotional. DADÁ suggests something both simple and challenging: to open our minds and find connection, humor, and even a touch of irony in whichever world we choose to inhabit.” said Pablo Moraca, Global Marketing Manager at Grupo Peñaflor.

"Today people don’t just consume products—they create, curate, and reinterpret their own content and realities, freely and without instructions. Our idea was to step into that space—into those universes, or multiverses, if you will—while preserving the elegance, eccentricity, and freshness that have always defined the brand." added Lisandro Cardozo, ECD at the community LATAM.

Produced by 1stAveMachine Buenos Aires and directed by Tomás, Henry & Sebastian, the campaign was built using different AI models to explore all the unfamiliar universes and characters that are increasingly becoming part of our everyday lives, while introducing the brand’s signature style, irreverence, and conceptual freedom to those worlds.

“This campaign was an incredibly rewarding creative experience. Partnering with Dada Wines and the community LATAM gave us the opportunity to combine innovative AI production techniques with human storytelling. That collaboration pushed us to create something truly original, and we’re proud of how the work brings DADÁ Wines to life in a fresh and modern way,” said Lautaro Brunatti, Managing Partner, 1stAvenueMachine Buenos Aires.

The campaign is launching now as a full 360 experience, including social, digital, OOH, and a limited edition of labels inspired by the characters from each story.