The conversation around wine has historically been controlled by a limited group of stakeholders. But the options of everyday people are just as valuable and sometimes even more trustworthy. Vivno set our to challenge the elitism of the wine industry, democratizing the space and creating a more approachable, inclusive way for people to critique and share their love for wine. We let our community of real and candid wine reviewers do the talking, pulling some of the most amusing reviews from the app onto social media, digital banners, a producer kit, campaign playbooks, and a community manager playbook. Our team also created unique look/feel/tone guidelines for the campaign that was influenced the Vivino Community Award guidelines. Global flights were targeted by region, including US, UK, AU, and DE.