logo
Our Work

CHILE
9 Lives

One life is not
enough to explore
your unknown

View Case Study

9 Lives - CHILE

Challenge.

9 Lives is a popular wine targeted to consumers ready to move from everyday brands to a more premium category.

The brand required a totally new campaign to reflect this premiumness, while strengthening their identity and character and moving into a highly conceptual territory. Seeking to communicate a mysterious, magnetic and bold personality, the message EXPLORE FEARLESSLY was chosen for the campaign.

DAf’s challenge was to develop a highly unique and original campaign to intrigue and allure the trepidatious millennial consumer.

Solution.

The concept is centered on an interpretation of the brand name, and explored the brand philosophy that “9 lives are better than one”.

To do this, DAf created 9 different characters—fantastical, enigmatic and mesmerizing—based on 9 distinct lives; each a life to be lived and celebrated by the consumer.

Totally disruptive and distinct in the industry, the campaign has a strong digital focus—an opportunity to invite the consumer into an immersive experience with the brand.

The Nine Lives.

9 Lives

The Cyborg

I Live the cyborg. Today
I feel Unbreakable.

9 Lives

The Wild

I Live the wild. Today
I feel fierce.

9 Lives

The Artist

I Live the artist. Today
I feel Unconventional.

9 Lives

The Winged

I Live the winged. Today
I feel free.

9 Lives

The Ardent

I Live the ardent. Today
I feel passion.

9 Lives

The Seeker

I Live the seeker. Today
I feel curious.

9 Lives

The Winner

I Live the winner. Today
I feel golden.

9 Lives

The All Knowing

I Live the All Knowing. Today
I feel everything.

9 Lives

The Ruler

I Live the ruler. Today
I feel power.

Brand Video.

Branding was enforced through the principal stage, a cylinder with the 9 Lives logo, which floated upon a liquid ground. The set was kept minimal, and the circular stage enabled us to show the character in 360 as they spun around. A golden motion blur effect was added to the spin, used to highlight the fluidity of the concept “Shift your Shape”, while also connecting the golden elements between the characters in a consistent and stylish way.

Voice Over.

What if…you could live a life…without limits?

Not just confined to live a single life…
but many?
Go wherever you want to…
Be whoever you want to be. 
To act fearlessly…
Because one life is not enough
to explore your unknown
Who are you today?
Shift Your Shape
Live 9 Lives

Key Visual.

The key visual iconized the number 9 while showing all the characters. The bottle stands proudly in the middle, while the gold and black colors of the label are enforced through the black background and golden elements.

Key Visual

Production.

DAf worked directly with the country’s leading makeup artists, stylists, and fashion producers to bring the characters to life — maintaining a premiumness inspired by fashion industry codes. Each character had a defining golden element that defined their capabilities. 

Responsive Website.

Tying into the campaign's digital-first focus, DAf developed a website using video background and scrolling navigation that immerses users in an intuitive online experience.

Digital Activation.

As a digital-first campaign, an upcoming activation that invites users to virtually respond to the Shift Your Shape CTA will be launched in March 2020. Watch this space.