Brown Brothers asked us to help their fruity wine range stand out in a wine world obsessed with dryness and restraint. So we leaned alllll the way in. Anything But Dry celebrates bold flavour and even bolder moments—wine best served with kitchen dance parties, spicy D&Ms, cheesy tunes and crackers mates. A visual riot across OOH, social and digital that reminded drinkers: that wine can be loud, proud and anything but dry.