The SECRET SHERRY SOCIETY
Guardians of Wine's Best Kept Secret
To shine a spotlight on sherry, we created an ironic secret society as a platform to re-expose the culinary curiosity to this forgotten style of wine.
THE SECRET HQ
At the website, users learn about the history of Sherry, meet the original eight members, become members, look up recipes for Sherry cocktails, watch secret web videos and more.
At the website, users learn about the history of Sherry, meet the original eight members, become members, look up recipes for Sherry cocktails, watch secret web videos and more.
DISCOVER THE GREAT EIGHT
To educate people about sherry, we personified the characteristics of sherry in the eight founding members of the society.
THE NOT-SO-SECRET GATHERINGS
To increase membership to this exclusively inclusive society, we threw a series of secret parties around the country.
THE SHOE PHONE
Once inside the party, members conversed with the society and received drink tips via secret shoe phone.
Listen to the Secret Shoe Phone conversation below.
THE SECRET INVITES HIDDEN IN PLAIN SIGHT
Secret meeting locations were dispersed through invites in alt weekly ads, wild postings, subliminal projections, and more.
WILD POSTINGS
THE SUBLIMINAL PROJECTIONS
On the eve of each party, an 'unmarked van' stealthily went out and projected subliminal messages all over the city on outdoor walls which included details, maps, and addresses to the super secret party location.
THE BOOK OF SECRETS
You don't have to be a Spanish aristocrat to enjoy sherry, but why not pretend you are one with knowledge gleaned from the society?
