The Argentine wine brand DADÁ,
owned by Finca Las Moras, is disrupting the category. The new campaign, like the Dada art movement, focuses on the absurd.
The campaign includes social, digital and OOH.
“We live
surrounded by parallel realities — personal, virtual, emotional. DADÁ suggests something both simple and challenging: to open our minds and find connection, humor and even a touch of
irony in whichever world we choose to inhabit,” said Pablo Moraca, global marketing manager at Grupo Peñaflor, the brand's owner.
La Comunidad did the creative work.
"Today people don’t just consume products — they create, curate and reinterpret their own content and realities, freely and without instructions. Our idea was to step into that space,
while preserving the elegance, eccentricity, and freshness that have always defined the brand," said Lisandro Cardozo, ECD at the community LATAM.
The created was produced by 1stAveMachine
Buenos Aires and directed by Tomás, Henry & Sebastian.
La Comunidad has offices in Miami, Buenos Aires, London, San Francisco and New York.
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