I haven't done an "end-cap" billboard for Trader Joe's in ages, but here's one. This is another California wine special. We advertising folk get a printed handout that tells us what to write on the sign, so the red wine is to be described as "chiseled and focused." No idea what that means, but I hope it doesn't mean that the wine is so pungent it feels like a chisel in your mouth. "Sustainably raised" is another piece of current ad-language which can mean many different things, depending on what is being sustained. Anyway, I hope I get a taste.
Chalk markers on black-painted Masonite board, about 36" x 24".
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