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.