THE WINE GIRLS.

A Wines of Ontario campaign for Millennials and Gen Z, a generation that drinks less and picks brands that reflect who they are. Three drag queens, Pinot, Chard and Sparkling, each embody one of Ontario's marquee varietals, in looks by the costume designer behind Canada's Drag Race. The queens hosted weekly nights at Toronto venues, and shortly after launch Sparkling was announced for Season 6 of Canada's Drag Race.

CLIENT: Wines of Ontario
ROLE: Creative and art direction
AGENCY: Collective Advantage 
STRATEGY: Andrew Rusk
PROJECT MANAGEMENT: Michelle Sinclair
PHOTOGRAPHY: David Pike
DIGI TECH: Ro Agalawatte
PRODUCER: Steph Mill: 
DRAG/EVENTS PRODUCER: Alex Dooley
CLIENT TEAM: Dean Foerter, Mallory Daley, Andrea Peters
RESULTS: Ontario wine sales up 78%, March–August 2025 vs. the year before