This campaign for the BC VQA Wine Stores was created based on research that showed the average British Columbian was intimidated by wine store merchants and feared asking the wrong questions. We developed this creative to help dispell that stereo-type and let customers know that while knowledgeable, VQA Wine Stores are approachable and helpful. There are no wrong answers. We created the bags, which you could actually get from the store, and the hanging sign logo to reenforce that buying wine is as simple as any everyday retail experience.