Hasta La Creative!

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.