Emart: Wine Is Normal

In Korea, soju and beer dominate the alcoholic drinks market. But with the country's largest selection of wine, e-mart wanted to change the perception of the category - which many see as a drink only for special occasions. The charming campaign is set in a remote Korean village and features grandmas and grandpas embracing wine in their own unique ways throughout their daily lives - dispelling the idea that wine is a fancy drink. With their strong rural dialect, they convey to the viewers that 'Wine Is Normal', and you don't need to know about it, just drink it!