Purple Heart is a luxury philanthropic wine created by C. Mondavi & Family in collaboration with the Purple Heart Foundation, which supports war veterans and their families in the US. First released in 2016, the brand’s sales help generate annual cash donations made directly to the charity.
Purple Heart’s cause is very close to the heart of the Mondavi winemaking family, who wanted to produce a brand video to tell the powerful story behind the wine and drive awareness with trade and consumer audiences.
Two important figures were to take part in the new video: Bill Hutton, the Senior Vice President of the Purple Heart Foundation; and winemaker and former military man John Moynier.
With such interesting subjects, DAf knew the best way to present the new video would be in portrait format with on-camera testimony.
To support the two men discussing such an emotive topic, the video also used volumetric lighting and closed, detailed shots to enhance the emotional connection with the viewer.
Shot in Napa Valley, the wine is featured as naturally as possible, with both men handling the bottle, pouring the wine, and tasting it together – highlighting the collaborative effort.
The video was also given an appealing purple hue to reflect the brand identity.
The 90-second video drives emotion around the cause while inspiring viewers to buy the wine and support the Purple Heart Foundation. It tells the story of the Mondavi family´s connection to the military, the donations made by the brand each year and the collaboration with the charity.