Alcohol retail ads have become samey and ignorable — boring packshot, starburst lockups and headlines claiming the deal's better than it is. 

So we did the opposite. 

BWS' 'A Win's A Win' campaign was refreshingly honest about how getting a deal at BWS feels. It's not the lottery, but it's a win. An everyday win, like… the toast landing butter side up or finding five bucks down the side of the couch. Little wins feel pretty great, right!?

And it worked. On average, 70% of people felt more positive about the brand and 55% shopped at BWS more often as a result of the campaign.