How do you generate desire and discovery around a new collection by leveraging one of the brand’s most powerful assets: the Devil? For the launch of Devil’s Collection, we developed “It’s Time to Be a Devil,” an experience that invited consumers to anonymously reveal their secrets and confessions in order to access the Devil’s personal wine collection. An idea that transformed product trial into an experience built around mystery, temptation, and complicity, turning the DNA of Casillero del Diablo into a platform for engagement and discovery.