The Wine List
Award: Wood Pencil
Wood Pencil / Direct / Writing for Direct / 2013
Research showed that DB Export Dry’s target market of young males didn’t like wine, but they drank it to fit in. So we set out to save them from Sauvignon and get them a beer. We created an ad disguised as a wine list. Instead of a long list of elaborate, hard-to-pronounce vintages, the wine list talked men through all the reasons they should stop playing pretend and order an Export Dry instead.
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