Challenge

DAOU is arguably the leading wine brand in Paso Robles, a wonderfully rich wine region in California. Trouble is, compared to other wine regions in the US and globally, it’s not very well known. Our job was to put Paso on the map and make DAOU synonymous with the region.

Solution

To bring Paso to life, we started with the main thing that gives it life: it’s remarkably diverse terroir. The microclimates and ocean fogs. The mountains and rolling hills. The thick vegetation and desert-like conditions. The limestone soil that produces the most magnificent wines.

From there, we created our overarching campaign theme ‘Untameable Spirit’, which speaks to the untameable nature of the land and the wine itself. Within this overarching campaign, we then developed a series of bespoke campaigns for individual DAOU wines. The one you see here, ‘Wine with Soul’, is for their Soul of a Lion (SOAL) wine, which likens SOAL to people with great spirit and determination.