Cockburn's is a big name in port. But it had become the default. Something you crack open at Christmas and forget about until next year.

The challenge was to define what a port moment actually was.

And when you looked at it honestly, the answer was right there.

Port comes out at the end of the night. The kids, the new car, the holiday — all of that has 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 conversation.

From there the art direction had to match. Smart. Simple. Distinctive. Designed made you think a bit.

Print. Posters. Social. Digital. Experiential. It was an idea that could go, well anywhere.

Much like a good conversation.