When the publishers of Wine Spectator decided to launch an online wine school, Fuel Station was asked to present concepts for a print campaign to promote it in their magazines. Introducing an online wine school was a very revolutionary idea at the time, but we knew that there was a real thirst for knowledge out there. More people were becoming interested in wine, and yet many people still felt intimidated by it. So our focus was to demystify the wine snobbery and make it approachable. We showed that learning about wine at home and conducting the tastings with the friends could be a fun, enriching experience. This campaign won the account for Fuel Station and was responsible for making the Wine Spectator School a huge success.