Client need: For the launch of a new wine called South Cause aimed at Gen Z and Millenials, Chilean winemaker VSPT wanted to educate the brand’s global consumers about the problems facing Patagonia’s glaciers, to introduce South Cause as a wine that aligns with slowing climate change, and to present the wine brand as part of the solution to saving the glaciers. This “activist wine” donates a portion of the proceeds of each sale to the Chilean Glacier Foundation.

DAf’s response: To craft a meaningful message, we dug deep into how NGOs concisely communicate bold, intelligent messages. We developed the campaign claim “Raise Glasses, Not Sea Levels,” to encourage consumers to become informed and make a difference. We traveled to deepest Patagonia to film and photograph an activist and nature photographer to show the brand’s commitment to the cause. The resulting video is energetic and percussive, playful and dynamic, and creates a powerful, assertive tone that invites the consumer to share the brand’s passion for change.

The takeaway: Connecting with the consumer’s desire to do good.