Client need: The Chilean wine brand Casillero del Diablo has a legendary partnership  with Manchester United and holds an annual contest where participants can travel to England and play at Old Trafford. In 2021 they were forced to go online, and had to come back for 2022 with a giant splash. They appealed to DAf this year to make it especially impactful. 

DAf’s response: In thinking of what we already know about these fans and their relationship to MU, we landed on the theme of being the 12th player, to really bring participants into the experience. We went beyond traditional activations, anchoring the campaign to an immersive, multilayer bespoke website, and built an integrated campaign with key visuals and a video with the tagline “ARE YOU THE 12TH PLAYER?”

The takeaway: Energy, thrill and tradition, encapsulated into a single, hard-hitting tagline.