Description
New campaign to communicate premiumness and identity, using a lush conceptual campaign to lure the trepidatious millennial consumer. DAf interpreted the brand name of 9 Lives wine to allude to the different lives the consumer can pursue. These were represented as 9 different fantastical characters who appeared on a minimalistic floating stage in the brand video, with a golden blur effect added to represent shape-shifting. The key visual incorporates these nine otherworldly entities swirled around the bottle in the shape of a number nine. DAf also designed a website with video and the text, "one life is not enough to explore your unknown." From the website, users can download nine Instagram filters enabling them to embody each one of the lives, adding to its shareability and allowing consumers to participate in the campaign, which had the tagline: Shift your shape. Live 9 lives.
This professional campaign titled 'Shift your shape. Live 9 lives.' was published in Chile in December, 2019. It was created for the brand: 9 Lives, by ad agency: DAf. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 6 media assets. It was submitted over 3 years ago.
Credits
Advertising Agency: DAf, Santiago, Chile
Director: Felipe Dacaret
Client: Viña San Pedro Tarapacá
Executive Producer: Alan Fischer
Make Up Artist: Maria Paz Urra
Production Designer: Juan El Daltonico
Music Composer: Andres Walker
Creative Copywriter: Charis McGowan
Digital Strategist: Daniel Passos
Art Director: Macarena Norambuena
Account Director: Braulio Natera
Assistant Director: Felipe Rios
Head Of Art: Alvaro Troncoso
Dp: Brian Welsh
