Port comes out at the end of the night.

The kids, the new car, the holiday — all of that's been covered. By the time someone reaches for the port, the conversation has shifted. It gets funnier. Stranger. More honest.

That's a Cockburn's moment. That was the brief.

The art direction had to match. Smart. Simple. Distinctive. Designed to make you think a bit.

An idea that could run anywhere. Much like a good conversation.