When it comes to winegrowing, elevation and quality go hand in hand. Bacchus amat colles (Bacchus loves the hills), as the saying goes. And while there are countless mountain wineries – all with roughly the same advantages that elevation imparts – few have figured out how to communicate these advantages crisply.

For Hess, whose vineyards on Mt Veeder sit at 1,800 feet, we created a campaign that distills the effects of altitude on climate, soil and drainage . . . and how that results in better wine. All the headlines are all written in a “Foot bone’s connected to the leg bone / Leg bone’s connected to the knee bone” kind of verse, the kind you might find in nursery rhymes. By linking phrases in this way we were able to make the complex simple.

The higher the vineyard, the cooler the nights.
The cooler the nights, the greater the acidity.
The greater the acidity, the fresher the wine.


The higher the vineyard, the thicker the skins.
The thicker the skins, the hardier the tannins.
The hardier the tannins, the more intense the wine.


The higher the vineyard, the more the vines struggle.
The more the vines struggle, the deeper they grow.
The deeper they grow, the more distinctive the wine.